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一个品牌的产品危机可能会对竞争对手产生影响,从而引发竞争对手采取一定的响应策略。以往研究发现竞争对手的响应策略会对其自身及发生危机的品牌产生影响。本研究从另一视角进行探索,关注竞争对手响应策略对未响应的竞争对手的影响,即对未响应者的溢出效应。研究发现产品危机的行业溢出水平和未响应的竞争对手的品牌资产能够调节这种溢出效应,并且还发现未响应的竞争对手存在危机的可能性程度在这种溢出效应中是受调节的中介变量。
The crisis of a brand’s product may have an impact on its competitors, triggering a response strategy from its competitors. Previous studies have found that a competitor’s response strategy can affect both itself and the brand in crisis. This study explores from another perspective, focusing on the impact of competitor response strategies on unresponsive competitors, ie spillover effects on respondents. The study found that the industry spillover of the product crisis and the brand equity of the unresponsive competitor could accommodate this spillover effect and also found that the probability of a crisis of the unresponsive competitor was a mediating mediator in this spillover effect .