外群体威胁是如何影响品牌转换意愿的?——我们感的中介和品牌族性的边界检验  

How does Outgroup Threat Affect Brand Switching Intention?The Mediating Role of We-ness and the Boundary Test of Brand Ethnicity

作　　者：王新刚[1] 王璐璐 龚宇 周南[2] Wang Xingang;Wang Lulu;Gong Yu;Zhou Nan(School of Business Administration,Zhongnan University of Economics and Law,Wuhan 430073;School of Economics and Management,Wuhan University,Wuhan 430072)

机构地区：[1]中南财经政法大学工商管理学院,武汉430073 [2]武汉大学经济与管理学院,武汉430072

出　　处：《管理评论》2023年第11期206-216,241,共12页Management Review

基　　金：国家自然科学基金面上项目(72272150)。

摘　　要：本土品牌国际化进程中的危机应对正逐渐成为越来越受关注的重要议题。然而,以往研究侧重自然灾害、恶意竞争和媒体不实报道等外因所造成的“危”,却较少关注外因当中外群体威胁(他国政府对本土品牌的制裁)所引发的“机”。鉴于此,本文通过混合研究方法(扎根理论、二手数据、实验设计和问卷调查法)研究发现:当本土品牌面临外群体高(vs.低)威胁时,本土消费者表现出更强的由外到内的品牌转换意愿,“我们感”起显著的中介作用。但这一效应仅对高族性品牌成立,对低族性品牌来说,外群体高(vs.低)威胁对品牌转换意愿的影响并无显著差异。本文率先引入外群体威胁作为品牌危机外部来源,提出了消费者与品牌间的宏观联想“我们感”这一新的解释视角,结合中国情境归纳界定了品牌族性的构成维度,并检验了其边界作用。研究结论为企业如何应对外群体威胁,促进本土消费者品牌转换意愿提供了新的诠释和指导。Crisis response in the process of local brands'internationalization has gradually become an important issue attracting more and more attention.However,the existing researches focus on the"risks"caused by external causes(natural disasters,malicious competition and false media reports),with little attention paid to the"opportunities"caused by outgroup threat(foreign governments'sanctions against local brands).To fill this gap,we use a mixed research method(grounded theory,secondary data,experiment design and questionnaire)and find that when local brands confront high(vs.low)outgroup threat,native consumers show a higher intention of switch from foreign brands to domestic brands,and we-ness plays a significant mediating role.However,this effect only holds for high ethnicity brands.For low ethnicity brands,high(vs.low)outgroup threat has no significant difference in the effect of native consumers'intention of brand switch.This paper introduces outgroup threat as an external cause of brand crisis for the first time,and provides a new interpretation perspective from the macro association"we-ness"between native consumers and local brands.Besides,we also define the component dimensions of brand ethnicity in the Chinese context and test its boundary function.Our conclusions provide new interpretation and guidance for enterprises on how to respond to outgroup threat and promote native consumers'brand switching intention.

关 键 词：品牌危机 外群体威胁 我们感 品牌族性 

分 类 号：F273.2[经济管理—企业管理] F274[经济管理—国民经济]