负面事件对事发地城市品牌的影响  

The Influence of Negative Events on the City Brand

作　　者：佘高波[1,2] 胡振华[2] 

机构地区：[1]湖南工业大学财经学院,湖南株洲412007 [2]中南大学商学院,湖南长沙410000

出　　处：《湖南工业大学学报》2014年第3期71-77,共7页Journal of Hunan University of Technology

基　　金：湖南省教育厅基金资助项目(13C046)

摘　　要：运用激活扩散理论和归因理论,探讨道德类、道德-管理复合类、管理类、自然灾害类负面事件对事发地城市品牌的影响。研究结果表明:负面事件会对事发地城市品牌造成一定的负面影响;道德类和道德-管理复合类引发的城市品牌伤害没有显著差异,管理类和自然灾害类引发的城市品牌伤害也没有显著差异,但道德-管理复合类引发的城市品牌伤害显著大于自然灾害类;负面事件会引发消费者的负面情感,但负面情感强度的大小与负面事件类型没有对应的关系;负面情感强度显著正向影响城市品牌伤害。Applies excited-spread theory and attribution theory to explore the effects of negative events of moral, compound moral-management, management and natural disaster on the city brand. The result shows that the negative events will have a negative impact on the city brand; There is no significant difference on city brand damage induced by moral negative events or by compound moral-management negative events; there is also no significant difference between management negative events and natural disaster; but the city brand damage caused by moral-management compound events is significantly greater than that of natural disaster; The negative events will induce consumer negative emotion, and there does not exist corresponding relationship between the negative emotional intensity and the negative event types; The negative emotional intensity has a positive correlation with the city brand damage.

关 键 词：负面事件 城市品牌 负面情感 

分 类 号：F290[经济管理—国民经济]