伙伴vs.仆人：不同品牌关系下消费者对品牌犯错和道歉的态度

管理评论 ›› 2021, Vol. 33 ›› Issue (2): 195-206.

伙伴vs.仆人：不同品牌关系下消费者对品牌犯错和道歉的态度

周懿瑾¹, 林婕², 汪妍延¹

1. 中山大学传播与设计学院, 广州 510006;
2. 腾讯互动娱乐事业部, 深圳 518057

收稿日期:2017-11-24 出版日期:2021-02-28 发布日期:2021-03-08
通讯作者: 周懿瑾(通讯作者),中山大学传播与设计学院副教授,硕士生导师,博士
作者简介:林婕,腾讯互动娱乐事业部推广策划经理,硕士;汪妍延,中山大学传播与设计学院硕士研究生。
基金资助:
国家自然科学基金青年项目（71602193）。

Partner versus Servant: The Impact of Consumer-brand Relationship on Consumers' Attitude to Brand Failures and Apologies

Zhou Yijin¹, Lin Jie², Wang Yanyan¹

1. School of Communication and Design, Sun Yat-Sen University, Guangzhou 510006;
2. Tencent Innovation Excellence Growth, Shenzhen 518057

Received:2017-11-24 Online:2021-02-28 Published:2021-03-08

摘要/Abstract

摘要： 众多品牌正致力于通过角色拟人的方式与消费者建立“主仆”“伙伴”等关系，以此加强品牌纽带，却甚少考虑角色拟人的风险，更罕有研究涉及。本研究聚焦于“仆人”和“伙伴”两种品牌角色在面临犯错危机时，消费者的反应、对道歉的接受程度及其内在机制。通过两个实验发现：消费者对伙伴品牌有更高的能力信任，对仆人品牌有更高的道德信任。当伙伴品牌犯能力型错误，以及当仆人品牌犯道德型错误时，消费者都会产生更强的背叛感知，导致更大的品牌评价下滑；背叛感知是一个有调节的中介变量。最后，当品牌犯能力型错误时，伙伴品牌（vs.仆人品牌）的道歉效果更好。本研究在理论上对拟人化营销、品牌关系理论做出了补充，并丰富了品牌犯错及道歉的相关影响因素研究；在实践上，本研究提出了品牌进行角色拟人的具体关系准则操作建议，以及危机公关的理论指导，可为企业或其他社会组织提供参考。

关键词: 品牌关系, 拟人化, 品牌犯错, 仆人, 伙伴

Abstract: As a new marketing trend, lots of marketers try to anthropomorphize the brand as a partner or servant to consumer. However, the risk of it is seldom considered, nor is academically studied. This study focuses on the “servant” and “partner” brand in the face of brand failure crisis. We discuss their different performance in consumers' reaction and the internal mechanism. Two experiments are conducted to test the hypotheses and the findings are as follows. Firstly, consumers give more competence-based trust to partner brand, while more integrity-based trust to servant brand. Secondly, when brands are trapped in competence-related failures, compared with servant brands, partner brands make consumers perceive stronger betrayal and show more negative attitude. When brands have integrity-related failures, servant brands make consumers perceive stronger betrayal and show more negative attitude than partner brands. Thirdly, when brands fall into competence-related failures, compared with servant brand, apologies work better for partner brand. This paper enriches theory of brand anthropomorphism and brand relationship, as well as offers new materials for studies in brand failures and failure response field. In addition, this paper provides some marketing suggestions for brand management.

Key words: brand relationship, brand anthropomorphism, brand failure, servant, partner

周懿瑾, 林婕, 汪妍延. 伙伴vs.仆人：不同品牌关系下消费者对品牌犯错和道歉的态度[J]. 管理评论, 2021, 33(2): 195-206.

Zhou Yijin, Lin Jie, Wang Yanyan. Partner versus Servant: The Impact of Consumer-brand Relationship on Consumers' Attitude to Brand Failures and Apologies[J]. Management Review, 2021, 33(2): 195-206.

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