产品伤害危机溢出效应的发生条件和应对策略研究——预判和应对其它品牌引发的产品伤害危机  

The Spillover Effect of Product Harm Crisis: How to Resolve Product Harm Crisis Triggered by Others

作　　者：方正[1] 杨洋[2] 李蔚[1] 蔡静[3] 

机构地区：[1]四川大学商学院 [2]成都理工大学商学院 [3]西南民族大学管理学院

出　　处：《南开管理评论》2013年第6期19-27,58,共10页Nankai Business Review

基　　金：国家自然科学基金项目(71202138);教育部人文社会科学研究项目(12YJC630045)资助

摘　　要：近年来,产品伤害危机频发,不仅影响到危机品牌,还可能溢出到竞争品牌,发生溢出效应。预判和应对产品伤害危机溢出效应已经成为重要的现实问题和理论问题。本文基于"可接近性—可诊断性"分析框架,采用两个实验探讨了产品伤害危机对品类和竞争品牌的溢出效应。研究发现:第一,如果危机品牌对品类的代表性越强,那么竞争品牌就越容易受到溢出效应的影响;第二,在危机产品属性方面,竞争品牌与危机品牌的相似性越高,那么溢出效应越容易发生;第三,如果启动消费者思考的是品牌差异,那么溢出效应将不会影响竞争品牌;第四,如果溢出效应(没有)发生,且竞争品牌主动否认问题,那么消费者的态度会更正(负)面。最后,本文讨论了本研究的理论和实践价值以及研究局限和展望。Product-harm crisis refers to well-known events related to product defects or harm associated with some brands. In recent years, in the wake of widely-spreading product-harm crisis, marketing re- searchers have been paying much attention to this field. The existing researches mainly focus on its influencing on the brands in crisis. However, some evidences show that product-harm crisis not only has negative effect on the brands in crisis, but also can spill over to the competing brands. However, product-harm crisis spillover effect is very delicate. Spillover happens in some product-harm crisis, but the other is not; some product-harm crises spill over to both prod- uct categories and competing brands, while others only influence competing brands; some competing brands deny the crisis, but some keep silent. Therefore, product-harm crisis spillover effect is far from clear understanding. In order to analyze how to anticipate and resolve product-harm crisis spillover effect, this research examines the prod- uct-harm crisis spillover effect to product categories and competing brands by 2 studies. Study 1 is to analyze when product-harm crisis would spill over to product categories and competing brands; study 2 explores the effect of context priming and competing brand response strategy on spillover effect. The results show that 1） if the representa- tiveness of crisis brand to product categories is stronger, the spillover effect to competing brands in product categories is more likely to hap- pen; 2） if the similarity of competing brand to crisis brand is stronger, the brand may be more possible to suffer negative spillover effect; 3） when focused on differentiation between crisis brand and competing brand, a product-harm crisis is likely to be perceived as unique to the crisis brand; 4） if negative spillover （does not） occurs and competitor provides denial, consumer attitude will be more positive （negative）. These findings identify the boundary conditions under which spill- over effect happens, and d

关 键 词：产品伤害危机 溢出效应 竞争品牌 应对方式 

分 类 号：F273.2[经济管理—企业管理]