丑闻类型和曝光方式对品牌丑闻溢出效应的交互影响--信息诊断性的中介作用  

The Inter action Effect of Scandal Type and Way of Exposure on BrandScandal Spillover Effect: The Mediating Role of Information Diagnosticity

作　　者：张召普 伍青生[1] ZHANG Zhaopu;WU Qingsheng(Antai College of Economics and Management,Shanghai Jiao Tong University,Shanghai 200030,China)

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：《上海管理科学》2022年第6期39-44,共6页Shanghai Management Science

摘　　要：品牌丑闻溢出效应的现有研究中,缺乏对竞争对手曝光的关注。着眼于品牌丑闻对曝光者(或潜在曝光者)竞争对手的溢出效应,论文研究了丑闻类型(能力型丑闻vs.道德型丑闻)和曝光方式(媒体曝光vs.同行曝光)的交互影响。通过两个实验发现,同行曝光的道德型丑闻比能力型丑闻对曝光者的溢出效应更大,丑闻信息对曝光者的诊断性是这一效应的中介变量。研究结论为品牌响应竞争对手丑闻提供了一种主动应对的策略建议。The existing research on the spillover effect of brand scandal lacks attention to the exposure from a competitor.This paper focuses on such an effect on the competitor when the competitor or the media exposes a scandal.We study the interaction effect of scandal types(competence scandal vs.moral scandal)and ways of exposure(media exposure vs.rival exposure).Through two experiments,we find that when the competitor exposes a scandal,the spillover effect of moral scandal is greater than that of competence scandal.The scandal information diagnosticity to the competitor is the mediator in our model.This paper provides a proactive strategy for brands to respond to scandals of their competitors.

关 键 词：品牌丑闻 同行曝光 溢出效应 信息诊断性 

分 类 号：C934[经济管理—管理学]