企业声誉传播对旗舰产品和非旗舰产品评价的非对称效应

Zengxiang Chen, Huifang Mao, Tu Tu, Haizhong Wang
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引用次数: 0

摘要

本研究调查了企业声誉传播,特别是以企业能力(CA)和企业社会责任(CSR)为重点的企业声誉传播如何影响消费者对旗舰产品和非旗舰产品的评价。在五项采用不同研究方法(调查、眼动跟踪和实验)的研究中,我们证明了企业声誉传播对产品评价的非对称影响,这种影响取决于产品在公司产品组合(即公司拥有和销售的所有产品)中的旗舰地位。具体来说,企业社会责任更有利于消费者对旗舰产品的评价,而企业声誉传播则更有利于消费者对非旗舰产品的评价。当消费者缺乏详细的产品属性信息时,这种效应会更加突出。鉴于旗舰产品对公司的战略重要性,这项研究通过强调企业社会责任传播在促进消费者对旗舰产品评价方面的优势,为企业社会责任传播方面的新兴研究增添了新的内容。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The asymmetric effect of corporate reputation communication on flagship and non-flagship product evaluations
This research investigates how corporate reputation communications, specifically, those that focus on corporate ability (CA) versus corporate social responsibility (CSR), impact consumer evaluations of flagship products and non-flagship products. Across five studies utilizing different research methods (survey, eye-tracking, and experiments), we demonstrate an asymmetric effect of corporate reputation communication on product evaluations, dependent on the product's flagship status in its company's product portfolio (i.e., all products owned and marketed by a company). Specifically, while CSR is more conducive to consumer evaluations of flagship products, CA is more beneficial for evaluations of non-flagship products. Such effects are more prominent when consumers lack detailed product attribute information. Given the strategic importance of flagship products to a company, this work adds to the emerging body of research on CSR communication by highlighting its advantage in bolstering consumer evaluations of flagship products.
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