品牌负面曝光事件溢出机制研究——消费者联想的中介作用  

A Research on the Spillover Mechanism of Negative Brand Publicity—The Mediating Effect of Consumers' Brand Association

作　　者：庄爱玲[1] 余伟萍[2] 

机构地区：[1]成都大学经济管理学院,四川成都610106 [2]四川大学商学院,四川成都610064

出　　处：《华东经济管理》2014年第9期143-149,共7页East China Economic Management

基　　金：国家自然科学基金面上项目(71372189)

摘　　要：品牌负面曝光事件会产生溢出效应,对竞争品牌和品类产生负面影响。文章聚焦此现象,从消费者信息加工视角,引入品牌联想和联想网络理论,揭示了品牌负面曝光事件溢出的内在机制。文章通过实验研究发现消费者焦点品牌联想、竞争品牌联想和品类联想在负面曝光事件溢出过程中起到中介作用,且联想净值越小,联想独特性越小,消费者对竞争品牌和品类的评价越消极,负面溢出效应越强。The spillover effect of negative brand publicity will be harmful to competitive brands and the industry. Based on the perspective of consumer information processing, and through the introduction of the brand association theory and the associa-tion network theory, the paper reveals the internal mechanism of negative brand publicity spillover. The experimental results verifies the mediating effects of consumers’focal brand association,competitive brand association and category association in the spillover process of negative brand publicity. The smaller the brand association net value,the smaller the brand association uniqueness. The more negative consumers’evaluation on competitive brands and the industry,the stronger the negative spill-over effects.

关 键 词：品牌负面曝光事件 溢出效应 品牌联想 

分 类 号：F124.5[经济管理—世界经济] F274