产品危机对危机品牌竞争对手的溢出效应研究述评与展望
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外国经济与管理 2012 年 第 34 卷第 02 期, 页码：58 - 64
摘要
参考文献
摘要
本文通过文献梳理从消费者感知和行为(意向)、竞争对手营销策略效果和竞争对手股市价值三个视角讨论了产品危机对危机品牌竞争对手产生的正溢出或负溢出效应,分析了其中的影响因素,并基于可及性—诊断性理论、启发理论和同化—对比理论等相关理论剖析了产品危机对危机品牌竞争对手溢出的机理,最后对现有文献进行了评价并对未来研究方向进行了展望。
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[2]Ahmed P,et al.Wealth effect of drug withdrawals on firms and their competitors[J].Financial Management,2002,31(3):21-41.
[3]Bosch J C,et al.Competitive impact of air crashes:Stock mar-ket evidence[J].Journal of Law and Economics,1998,20(2):503-519.
[4]Broniarczyk S M and Joseph W A.The importance of the brand in brand extension[J].Journal of Marketing Research,1994,31(5):214-228.
[5]Cleeren K,et al.Weathering product-harm crises[J].Journal of the Academy of Marketing Science,2008,36(2):262-270.
[6]Crafton S M,et al.Testing the impact of recalls on the demandfor automobiles[J].Economic Inquiry,1981,19(4):694-703.
[7]Dahlen M and Lange F.A disaster is contagious:How a brand in crisis affects other brands[J].Journal of Advertising Re-search,2006,46(4):388-397.
[8]Dawar N and Pillutla M.Impact of product-harm crises on brand equity:The moderating role of consumer expectations[J].Journal of Marketing Research,2000,37(5):215-226.
[9]Dowdell T D,et al.The Tylenol incident,ensuing regulation,and stock prices[J].Journal of Financial and Quantitative A-nalysis,1992,27(2):283-301.
[10]Dranove D and Olsen C.The economic side effects of danger-ous drug announcements[J].Journal of Law and Economics,1994,37(2):323-348.
[11]Govindaraj S,et al.Market overreaction to product recall re-visited:The case of firestone tires and the ford explorer[J].Review of Quantitative Finance and Accounting,2004,23(1):31-54.
[12]Heerde V H,et al.The impact of a product-harm crisis on marketing effectiveness[J].Marketing Science,2007,26(2):230-245.
[13]Jarrell G A and Peltzman S.The impact of product recalls on the wealth of sellers[J].Journal of Political Economy,1985,93(3):512-536.
[14]Korkofingas C and Lawrence A.Spill-over:The effects of product recall on private labels versus national brands[EB/OL].http://www.researchonline.mq.edu.au/vital/access/manager//Reposi-tory/mq:11543?f1=creator%3A%22Ang%2C+Lawrence%22,2010.
[15]Lei J,et al.Negative spillover in brand portfolios:Exploring the antecedents of asymmetric effects[J].Journal of Market-ing,2008,72(3):111-123.
[16]Reilly R J and Hoffer G E.Will retarding the information flow on automobile recalls affect consumer demand?[J].Eco-nomic Inquiry,1983,21(6):444-447.
[17]Roehm M L and Tybout M.When will a brand scandal spill over,and how should competitors respond?[J].Journal of Marketing Research,2006,43(8):366-373.
[18]Sheth J N,et al.Customer behavior:Customer behavior and beyond[M].Forth Worth,TX:The Dryden Press,1999:412.
[19]Siomkos G J and Kurzbard G.The hidden crisis in product-harm crisis management[J].European Journal of Marketing,1994,28(2):30-41.
[20]Siomkos G J.On achieving exoneration after a product safety industrial crisis[J].Journal of Business&Industrial Market-ing,1999,14(1):17-29.
[21]Siomkos G,et al.Opportunities and threats for competitors in product-harm crises[J].Marketing Intelligence&Planning,2010,28(6):770-791.
[22]Srinivasan S and Hanssens D M.Marketing and firm value:Metrics,methods,findings and future directions[J].Journal of Marketing Research,2009,73(6):293-312.
[23]Steenkamp J E M,et al.Competitive reactions to advertising and promotion attacks[J].Marketing Science,2005,24(1):35-54.
[24]Tsang A S L.Military doctrine in crisis management:Three beverage contamination cases[J].Business Horizons,2000,3(5):65-73.
[25]Zhao Y,et al.Consumer learning in a turbulent market envi-ronment:Modeling consumer choice dynamics in the wake of a product-harm crisis[J].Journal of Marketing Research,2011,48(2):255-267.
引用本文
王晓玉. 产品危机对危机品牌竞争对手的溢出效应研究述评与展望[J]. 外国经济与管理, 2012, 34(2): 58–64.
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