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近些年越来越多的品牌出现以质量危机为核心的产品伤害事件,对企业的品牌资产、市场份额、财务绩效造成巨大的负面影响。以往研究指出消费者对品牌的情感可以在一定程度上促使个体对产品伤害事件更加包容,缓和产品伤害事件对品牌的负面影响,文章探讨了集体主义的东方人对于基于群体的消费者-品牌情感——消费者民族中心倾向——对产品伤害危机中品牌评价的影响。通过两组实验,分别选取中国样本和韩国样本,研究发现消费者民族中心倾向并不能始终维持消费者对本土品牌的偏爱,品牌负面信息消极程度调节民族中心倾向对品牌负面信息认知的影响:面对一般消极程度的品牌负面信息,相比国内品牌,消费者对国外品牌产生更多的负面情绪和负面品牌评价,但是当品牌出现重大负面信息时,消费者对国内品牌的负面情绪和负面评价均显著高于对国外品牌的负面情绪和负面评价。文章研究发现对于产品伤害危机管理和民族品牌建设具有一定的启示意义。
Abstract：In recent years, the product harm crises have occurred more frequently, causing great loss to the company in the aspects of the brand equity, market share and financial performance. Prior research suggested that the consumer-brand relationship could weaken the negative effect of the product harm crisis in some extent. This paper aims to explore how the eastern collectivist consumer-brand ethnocentrism influences the evaluation of the brand in product harm crisis. In two studies, with the samples from China and South Korea, the we found the consumer ethnocentrism does not always maintain the favor for the domestic brand, but the severity of the product harm crisis moderates the effect of the consumer ethnocentrism on domestic brand evaluation. In particular, it is theorized and found that, when the product harm crisis is trivial, the negative emotion and brand-evaluation to the domestic brand is lower than the foreign brand; but when the product harm crisis is severe, consumers respond to the domestic brand with stronger negative emotion and lower brand evaluation. These findings offer some managerial implications for the management of product harm crisis and the development of national brands.
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(1)新浪(2018)。从“华为孟晚舟在加拿大被逮捕事件”来聊聊让美国害怕让民族自豪的“中国造”。http://www.sohu.com/a/279977431_99910497,检索于2019-02-01。
(2)雪花秀为韩国著名化妆品品牌,是韩国最大的化妆品公司之一的韩国爱茉莉(太平洋)株式会社旗下三大顶级品牌之一(爱茉莉太平洋、雪花秀、赫拉)。
基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2019.11.002
中图分类号:F273.2
引用信息:
[1]刘杰,柴富成.品牌负面曝光事件中的消费者民族中心倾向[J].商业经济与管理,2019,No.337(11):18-30.DOI:10.14134/j.cnki.cn33-1336/f.2019.11.002.
基金信息:
国家社会科学基金重大项目(17ZDA147); 国家自然科学基金项目(71602168); 兵团社会科学基金规划项目(17YB19)
2019-11-15
2019-11-15