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6648成品产品中必不可少的材料、成分、部件等构成要素对应的品牌被称为“要素品牌”。本文发现，当成品品牌爆发要素相关的负面事件时，消费者将更愿意获取与要素有关的知识，因而这类负面事件反而会成为要素品牌化的时机。基于负面事件溢出效应及消费者知识的有关理论，本文采用两个实验验证了上述反向溢出效应。实验结果表明，与正面曝光事件相比，成品品牌的负面事件更能提升消费者对要素品牌的关注度，其中介机制在于负面事件激发了消费者对要素品牌的深度知识需求。本研究识别出了一类要素品牌化的机会，并从消费者认知的角度对要素品牌化提出了新的理论解释。
城门失火，可否“惠”及池鱼？——成品负面事件对要素品牌的反向溢出效应研究
摘要
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引用本文
何云, 钟科, 孙程程. 城门失火，可否“惠”及池鱼？——成品负面事件对要素品牌的反向溢出效应研究[J]. 外国经济与管理, 2017, 39(11): 3–13.
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