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

IF 2.6 3区 管理学 Q3 MANAGEMENT
Jun Zhang, Joon Soo Lim
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引用次数: 0

摘要

该研究考察了人们对两个品牌属性相似性的认知在判断和应对溢出危机中的作用,并比较了三种应对策略在缓解溢出危机中的效果。实验采用 2(属性相似度:高、低)×3(危机应对策略:强化、差异化、战略沉默)因子设计。结果表明,为了保护自己的品牌免受负面溢出效应的影响,与危机品牌相似度高的竞争品牌应选择加强或差异化策略,而不是保持沉默。而对于相似度较低的竞争对手品牌来说,使用支持策略比使用战略沉默或差异化策略更能防止品牌态度的下降。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.

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来源期刊
CiteScore
5.40
自引率
12.90%
发文量
51
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.
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