食品安全事件后企业促销策略对品牌资产的影响  

Influence of Enterprise Promotion on Brand Equity After Food Safety Event

作　　者：刘贝贝[1] 杨子威 廖芬 邹俊[1] LIU Beibei;YANG Ziwei;LIAO Fen;ZOU Jun(College of Economics and Management,Huazhong Agricultural University,Wuhan 430070,China)

机构地区：[1]华中农业大学经济管理学院,武汉430070

出　　处：《西北农林科技大学学报（社会科学版）》2019年第2期152-160,共9页Journal of Northwest A&F University(Social Science Edition)

基　　金：国家自然科学基金项目(71273106;71073064;7151101050)

摘　　要：食品安全事件发生后,企业采取适当的促销策略对品牌资产具有重要影响。基于事件模糊性和行业基率信息视角,以723名普通消费者为研究对象,利用准实验法,采用方差分析、Bootstrap分析方法,探究企业促销方式对品牌资产的影响。研究结果表明,只有在食品安全事件模糊性较高的情况下,不同类型的企业促销方式对品牌资产的影响具有显著差异,此时捐赠促销比折扣促销更有利。行业基率信息调节了企业促销方式对品牌资产的影响,消费者怀疑起到了中介作用。因此,食品安全事件发生后,企业不仅要从危机事件本身入手,还要考虑企业所处的行业大环境,有针对性地采取恰当的企业促销策略,通过降低消费者怀疑,提高企业品牌资产。After a food safety incident, enterprises adopting appropriate promotion strategies have an important impact on brand equity. From the perspectives of event ambiguity and industry base rate information, this paper explores the influence of the enterprises promotion on brand equity, using the quasi experiment method, variance analysis and Bootstrap analysis, with the sample of 723 ordinary consumers. The results show that only in the context of high ambiguity of food safety events, different impact of enterprise promotion on brand equity is significant, and the donation promotion is more advantageous than discount promotion. The industry base rate information moderates the influence of the enterprise promotion on brand equity, and consumer suspicion plays a mediating role. Therefore, after a food safety incident, enterprises must not only start from the crisis itself, but also consider the industry environment, and adopt appropriate enterprise promotion strategies in a targeted manner to improve brand equity by reducing consumer suspicion.

关 键 词：食品安全 企业促销 品牌资产 事件模糊性 行业基率信息 

分 类 号：F324.6[经济管理—产业经济]