【摘要】 以往品牌丑闻溢出效应研究,常常视发讯品牌和受讯品牌来自同一国家而非不同国家,将溢出效应影响因素局限于微观层面而缺乏宏观层面的考虑。本文则从宏观层面,即消费者对品牌来源国国家形象的认知、规范和情感三个方面,研究它们在品牌丑闻跨国非对称溢出效应当中的影响。研究一发现,当发讯品牌和受讯品牌来自于同一(不同)国家,且消费者对该国(两国)先前的国家—产品类别形象感知越好(差异越大),品牌丑闻同化(对比)效应就会越弱(强);类似的逻辑和结论适用于研究二消费者对制度的信任。研究三表明,当消费者的民族认同被激发,若本国品牌发生丑闻,会弱化对同行业其他本国(外国)品牌信念的同化(对比)效应;若外国品牌发生丑闻,可以反转对同行业其他外国(本国)品牌信念的同化(对比)效应。研究结论不仅对品牌丑闻溢出效应做有益补充,且为企业应对丑闻溢出提供重要参考。更多还原

【Abstract】 As a pervasive phenomenon,brand scandal’s spillover effect has extensively attracted the attentions of scholars and managers. Given the frequent reports of high-profile brand scandal cross-country spillovers in recent years and associated concerns of managers and government officials about negative spillover effects,it is important to gain a better theoretical understanding of how cross-country brand scandal spillover.The previous research around brand scandal spillover mainly has been focused on three levels: scandals spillover inside the brand system,between the brand alliance or competitors,among the entire industry. Seldom of them have addressed the heterogeneity identity of sender brand and receiver brand in the process of the scandal spillover effect,neither has been adequate attention paid to the existence of the asymmetric spillover effect of the brand scandal. In one word,the extant literature has studies the effect of brand spillover from the micro perspective,which emphasizes how the similarity or difference on brand capabilities and product attributes affect the brand scandal spillover effects. However,to our knowledge,little studies have macro-economically examined spillover effects following a brand scandal transgression on attitudes toward the associated brands from another country.From the perspective of the dimensions of country-of-origin image,we explore the cross-country spillover effect of brand scandal in this paper. We investigate an important but surprisingly ignored question: How might a major brand scandal asymmetrically affect the related brands from that country or another country? We insist that consumers’ response to the cross-country brand scandal spillover is depended on their evaluations on macro influencing factors of the involved brands’ origin country. We insist that three dimensions of consumer’s country-of-origin image towards the involved brands,including cognitive,norm and affect,would led to the brand scandal cross-country asymmetric spillover effect. Specifically,the tree factors are country-product category image,consumers’ trust on institution,and culture identity.This paper explores the cross-country spillover effect of brand scandal through three experiments. Experiment One’s results suggest that the better consumers’ previous country-product category image,the weaker the assimilation effect. The greater the differences of consumers’ previous country-product category image between the sender brand and the receiver brand,the greater the contrast effect. Experiment Two changed the condition of consumers’ previous country-product category image to consumers’ trust on institution,and had the similar findings to Experiment One. Experiment Three aimed to explore the role of national identity,and found out that when consumer national identity is aroused,if a domestic brand is having a scandal,both assimilation and contrast effects on domestic and foreign brands in the industry are weakened; when a foreign brand is having a scandal,both assimilation and contrast effects on domestic and foreign brands in the same industry are reversed. The research conclusions would no only be a beneficial supplement for the brand scandal spillover effect related theory,but also has practical guiding significance for enterprises to cope with the scandal spillover.This paper’finds carry implications for the asymmetrical spillover of the cross-country brand scandal spillover and important influencing factors on the spillover effects. Within the context of cross-country brand scandals,we identify brand’s country-related attributes as key factors that moderate spillover. Our focus on both scandalized brand’s and influenced brand ’s country-of-origin image supplements prior analyses that speak to the effects of scandals on involved brands product-level and industry-level attributes. The asymmetrical cross-country brand scandal spillover effect also carries implications for the management of negative spillover effect and branding of oversea image. In order to minimize the negative spillover of other brand’s scandal,which either happens in the same country or in other countries,brands should cooperate with governments and industry institutions to improve overall country image,enhance the transparency and efficiency of business law enforcement system,and increase international consumers’ trust toward brand and its embedded institutional environment.更多还原