消费者何时以及为什么愿意帮助陷入困境的营利性公司?

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2023-06-30 DOI:10.2501/jar-2023-014

L. Barros, Farah Diba M.A. Abrantes-Braga, Cristiane Benedetti Chammas, Murilo Carrazedo Marques da Costa Filho

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引用次数: 0

摘要

面临财务困难的公司在沟通中采用了一种新颖的呼吁方式。他们不是宣传自己品牌的好处，而是宣传自己所处的脆弱状况，并寻求帮助。目前的研究考察了这一呼吁的有效性，这一呼吁在2019冠状病毒病大流行期间变得更加普遍。作者表明，当公司面临倒闭的威胁时，由于个人规范的激发，脆弱性呼吁被证明是有效的。要使这种方法有效，必须具备两个条件:公司的脆弱性应该来自于无法控制的外部力量，消费者至少应该对公司有一定的认同感。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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When and Why Are Consumers Willing To Help For-Profit Companies in Distress?

Companies facing financial difficulties have resorted to a novel type of appeal in their communications. Instead of promoting the benefits of their brands, they promote messages displaying the vulnerable condition they are in and ask for help. The current study examines the effectiveness of this appeal, which became more prevalent during the COVID-19 pandemic. The authors show that when companies are experiencing the threat of going out of business, the vulnerability appeal proves to be effective because of the elicitation of personal norms. For the approach to be effective, two conditions are necessary: The company’s vulnerability should come from an uncontrollable external force, and consumers should have at least some identification with the company.

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.