{"title":"品牌溢出危机中应对策略的有效性:感知属性相似性、责任归因和对回应信息的态度的作用","authors":"Jun Zhang, Joon Soo Lim","doi":"10.1111/1468-5973.12548","DOIUrl":null,"url":null,"abstract":"<p>The study examined the role of people's perceptions of attribute similarity between two brands in determining and responding to spillover crises and compared the efficacy of three response strategies in mitigating spillover crises. An experiment was conducted using a 2 (attribute similarity: high, low) × 3 (crisis response strategy: bolstering, differentiation, strategic silence) factorial design. The results demonstrated that to protect their brand from negative spillover effects, rival brands with high similarity to the brand in crisis should choose either the bolstering or differentiation strategy rather than staying silent. For rival brands with low similarity, using the bolstering strategy is better than using the strategic silence or differentiation strategy to prevent a decline in brand attitude.</p>","PeriodicalId":47674,"journal":{"name":"Journal of Contingencies and Crisis Management","volume":null,"pages":null},"PeriodicalIF":2.6000,"publicationDate":"2024-02-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Efficacy of response strategies in brand spillover crises: The roles of perceived attribute similarity, blame attribution and attitude towards response messages\",\"authors\":\"Jun Zhang, Joon Soo Lim\",\"doi\":\"10.1111/1468-5973.12548\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>The study examined the role of people's perceptions of attribute similarity between two brands in determining and responding to spillover crises and compared the efficacy of three response strategies in mitigating spillover crises. An experiment was conducted using a 2 (attribute similarity: high, low) × 3 (crisis response strategy: bolstering, differentiation, strategic silence) factorial design. The results demonstrated that to protect their brand from negative spillover effects, rival brands with high similarity to the brand in crisis should choose either the bolstering or differentiation strategy rather than staying silent. For rival brands with low similarity, using the bolstering strategy is better than using the strategic silence or differentiation strategy to prevent a decline in brand attitude.</p>\",\"PeriodicalId\":47674,\"journal\":{\"name\":\"Journal of Contingencies and Crisis Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":2.6000,\"publicationDate\":\"2024-02-20\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Contingencies and Crisis Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://onlinelibrary.wiley.com/doi/10.1111/1468-5973.12548\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"MANAGEMENT\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Contingencies and Crisis Management","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1111/1468-5973.12548","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"MANAGEMENT","Score":null,"Total":0}
Efficacy of response strategies in brand spillover crises: The roles of perceived attribute similarity, blame attribution and attitude towards response messages
The study examined the role of people's perceptions of attribute similarity between two brands in determining and responding to spillover crises and compared the efficacy of three response strategies in mitigating spillover crises. An experiment was conducted using a 2 (attribute similarity: high, low) × 3 (crisis response strategy: bolstering, differentiation, strategic silence) factorial design. The results demonstrated that to protect their brand from negative spillover effects, rival brands with high similarity to the brand in crisis should choose either the bolstering or differentiation strategy rather than staying silent. For rival brands with low similarity, using the bolstering strategy is better than using the strategic silence or differentiation strategy to prevent a decline in brand attitude.
期刊介绍:
The Journal of Contingencies and Crisis Management is an invaluable source of information on all aspects of contingency planning, scenario analysis and crisis management in both corporate and public sectors. It focuses on the opportunities and threats facing organizations and presents analysis and case studies of crisis prevention, crisis planning, recovery and turnaround management. With contributions from world-wide sources including corporations, governmental agencies, think tanks and influential academics, this publication provides a vital platform for the exchange of strategic and operational experience, information and knowledge.