对已购品牌的危机反应:不同品牌危机类型对消费者购后行为的差异化影响研究  

Response to Purchased Brand Crisis: Research on the Differential Impact of Consumers’ Post Purchase Behavior under Different Types of Brand Crisis

作　　者：韩召 杜刚 熊爱华[2] HAN Zhao;DU Gang;XIONG Aihua(Faculty of Economics and Management,East China Normal University,Shanghai 200062,China;School of Business Administration,Shandong University of Finance and Economics,Jinan 250014,China)

机构地区：[1]华东师范大学经济与管理学部,上海200062 [2]山东财经大学工商管理学院,山东济南250014

出　　处：《商业经济与管理》2022年第7期43-55,共13页Journal of Business Economics

基　　金：国家自然科学基金资助项目“医联体模式下面向首诊和转诊的医患智能匹配与个性化推荐研究”(72072056);中央高校基本科研业务费项目华东师范大学人文社会科学青年跨学科创新团队项目“新信息技术环境下家庭医疗移动式服务运作管理前沿交叉理论与方法研究”(2021QKT007);山东省人文社会科学资助项目“基于品牌生态系统的山东省创新型产业集群发展对策研究”(2020-NDGL-08)。

摘　　要：基于自我分类理论,文章研究品牌危机类型(能力相关型与道德相关型品牌危机)对消费者购后行为(重复购买与口碑传播)的影响。通过分析实验数据以及消费者实际购后行为数据发现,道德相关型品牌危机会导致更高的矛盾态度,从而产生更低的重复购买和口碑传播。在能力相关型品牌危机下,强自我品牌联结消费者的重复购买和口碑传播都显著大于弱联结的消费者,而且强联结的消费者面对本土品牌的重复购买和口碑传播要显著高于外国品牌;在道德相关型品牌危机下,强联结消费者的重复购买显著大于弱联结的消费者,而口碑传播没有显著差异。文章拓宽了品牌危机与消费者行为研究视角,并为品牌商正确认识品牌危机与消费者群体关系提供了理论指导。Based on self-categorization theory,this study discusses the impact of brand crisis types(competence-related and moral-related brand crisis)on consumers􀆳post-purchase behavior(repeat purchase and word-of-mouth communication).By analyzing the experimental data and the actual post-purchase behavior data of consumers,this study finds that the moral-related brand crisis will lead to higher ambivalent attitude,resulting in lower repeat purchases and word-of-mouth communication.Under the competence-related brand crisis,the repeat purchase and word-of-mouth communication of strong domestic brand connected consumers are significantly higher than those of weak connected consumers,and the repeat purchase and word-of-mouth communication of strong connected consumers are significantly higher than those of foreign brands.Under the moral-related brand crisis,the repeat purchase of strong connected consumers is significantly more than that of weak connected consumers,but there is no significant difference in word-of-mouth communication.This study enriches the relevant theories of brand crisis,broadens the research perspective of brandcrisis and consumer behavior,and provides theoretical guidance for brands to correctly understand the relationship between brand crisis and consumer groups.

关 键 词：品牌危机 购后行为 自我品牌联结 矛盾态度 品牌来源国 

分 类 号：F713.50[经济管理—市场营销]