品牌负面事件的溢出效应及影响因素述评  

A Critical Review of Spillover Effect of Brand Negative Publicity and Its Influencing Factors

作　　者：韩冰[1] 王良燕[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200030

出　　处：《心理科学》2017年第1期193-199,共7页Journal of Psychological Science

基　　金：上海市曙光项目计划(13SG16);浦江人才计划(10PJC060)的资助

摘　　要：文章通过对品牌负面事件溢出效应文献的系统梳理,提出了目前研究主要从品牌组合或品牌联盟内部、竞争品牌或品类、品牌原产国及该国其他品牌三个视角出发展开,并据此详细解读了基于这三种视角的溢出效应的影响因素。文章还进一步对溢出效应的产生机制以及应对策略相关文献加以述评,进而提出未来研究的发展方向。It causes detrimental effects on brand equity and brand evaluation not only of the affected brand but also of other related brands. Recently, there has been growing interests in the concept of ＂spillover effect,＂ which refers to the phenomenon in which information influences beliefs that are not directly addressed in a communication. The spillover effect of brand negative publicity refers to the fact that negative publicity can transfer consumers＇ negative perceptions and attitudes to its brand portfolios or alliance, its competitors or categories and even its original country. Since the spillover effect of brand negative publicity is of great importance to brand crisis management, it has been studied for a long time and attracted much attention in the field of consumer psychology.

关 键 词：品牌负面事件 品牌危机 溢出效应 危机管理 应对策略 

分 类 号：F274[经济管理—企业管理] B84-05[经济管理—国民经济]