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近年来品牌丑闻频发,其带来的负面影响仅通过短期应对策略无法消除,因为丑闻的根源是社会责任缺失所致,因此从社会责任视角修复丑闻品牌形象已成为现实问题和理论问题。文章基于归因理论,运用实验法探究丑闻后慈善捐助对品牌形象的修复机理。研究结果显示:品牌丑闻发生后慈善捐助确实对品牌形象具有修复作用;慈善捐助的匹配度越高,对品牌形象的修复效果越好;另外消费者对慈善捐助活动的利他性动机认知起中介作用,消费者对丑闻后品牌质量的感知起正向调节作用。
Abstract：In recent years,the brand scandals are frequent and its negative impact cannot be eliminated only through short-term coping strategies because its root is the lack of corporate social responsibility. From the perspective of social responsibility,brand image repair has become a reality and a theoretical problem. Based on the attribution theory,using the experimental method,this paper explores the repair mechanisms of charitable donations on brand image in scandal. The results show that: charitable donations did have repair effects on brand image after brand scandal; more fitness of charitable contributions will lead to better restoration;consumer awareness of altruistic motives for charitable contributions mediates repair effects,and perceived product quality positively moderates renewal effects.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2014.09.008
中图分类号:F274
引用信息:
[1]余伟萍,王春娅,段桂敏.丑闻后慈善捐助匹配度对品牌形象的修复机理——利他性动机认知的中介作用与感知质量的调节作用[J].商业经济与管理,2014,No.275(09):61-70.DOI:10.14134/j.cnki.cn33-1336/f.2014.09.008.
基金信息:
国家自然科学基金面上项目“企业社会责任行为对丑闻品牌形象的修复机理及策略体系研究”(71372189)
2014-09-15
2014-09-15