竞争品牌应对策略对产品伤害危机负面溢出效应的影响  

On the Influence of Coping Strategies of Competing Brands on the Negative Spillover Effect from Product Harm Crisis

作　　者：王珏[1] 方正[1] 李蔚[1] 

机构地区：[1]四川大学商学院,四川成都610064

出　　处：《当代财经》2014年第7期64-74,共11页Contemporary Finance and Economics

基　　金：国家自然科学基金项目"预测和应对产品伤害危机的溢出效应--调节变量和中介变量的作用"(71202138);教育部人文社会科学研究项目"产品伤害危机溢出效应的预警机制与应对策略研究"(12YJC630045)

摘　　要：产品伤害危机的负面溢出效应广泛存在,如何才能阻止或降低危机的焦点品牌带来的间接影响呢?实证结果发现:就竞争品牌应对产品伤害危机的负面溢出来看,区隔策略最优,否认和缄默策略无显著差异;相对于高品牌承诺的消费者,危机更容易对竞争品牌低承诺的消费者产生负面溢出,并且随着消费者承诺水平的增加,竞争品牌应对策略对负面溢出效应降低的影响相应增大。以上发现为积极应对产品伤害危机的负面溢出效应提供了启示。The ngative spillover effects from pruduct harm crisis are widespread. Then how to prevent or reduce the indirect effects from the focused brands？ The results of the empirical analysis indicate that as far as the negative spillover of the competing brands in response to the product harm crisis is concerned, segmentation strategy is the best, and there is no significant difference between denial strategy and silence strategy. Compared with the high brand-commitment consumers, the product harm crisis can easily produce negative sillover effects on the low commitment consumers. With the increase of commitment level of the consumers, the impcat on reducement of negative spillover effects from crisis response of competing brands increases. These findings can offer some enlightment to them to respond actively to the negative spillover effects from product harm crisis.

关 键 词：产品伤害危机 负面溢出效应 竞争品牌 应对策略 消费者承诺 

分 类 号：F274[经济管理—企业管理]