管理评论

›› 2016, Vol. 28 ›› Issue (11): 129-139.

• 市场营销 • 上一篇    下一篇

企业负面事件对品牌延伸评价的影响研究:感知背叛感的中介效应

李亚林1, 景奉杰2   

  1. 1. 湖北经济学院工商管理学院, 武汉 430205;
    2. 华东理工大学商学院, 上海 200237
  • 收稿日期:2014-06-16 出版日期:2016-11-28 发布日期:2016-11-23
  • 通讯作者: 景奉杰(通讯作者),华东理工大学商学院教授,博士生导师,博士
  • 作者简介:李亚林,湖北经济学院工商管理学院副教授,硕士生导师,博士。
  • 基金资助:

    国家自然科学基金项目（70972018）；教育部人文社科基金项目（13YJC630082）；湖北省教育厅项目（13g338）。

The Influence of Enterprise Negative Events on Brand Extension Evaluation: The Mediating Effect of Perceived Sense of Betrayal

Li Yalin1, Jing Fengjie2   

  1. 1. School of Business Administration, Hubei University of Economics, Wuhan 430205;
    2. School of Business, East China University of Science and Technology, Shanghai 200237
  • Received:2014-06-16 Online:2016-11-28 Published:2016-11-23

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摘要：

面对日益频发的企业负面事件，文章探讨了不同类型的负面事件如何通过消费者感知背叛感这一中介变量影响到消费者对品牌延伸的评价，以及在这一影响过程中心理距离远近、品牌契合度高低存在的调节作用。研究表明，不同类型的负面事件对消费者品牌延伸评价的影响存在显著差异，而且该影响被感知背叛感这一变量所中介。同时进一步研究发现，心理距离远近和品牌契合度高低存在调节作用，心理距离越近，消费者感知背叛感越高，但是品牌延伸契合度会起到一定的保护作用，降低了感知背叛感对品牌延伸评价的影响，即契合度越低，感知背叛感对品牌延伸评价的影响越小。

关键词: 负面事件, 品牌延伸评价, 感知背叛感

Abstract:

Given the increasing occurrence of enterprise negative events, the paper explores how different types of enterprise negative e-vents affect consumers' evaluations of brand extension through the mediator variable of the consumers' perceived sense of betrayal as well as the regulation effect of the psychological distance and brand fit. The research finds that different type of negative events has quite different influence on consumers' evaluations of brand extension through the mediator variable of the consumers' perceived sense of be-trayal. While a subsequent study finds that the psychological distance and brand fit have regulating effects, indicating that closer psycho-logical distance leads to higher perceived sense of betrayal. But the brand fit has some protective effect and it reduces the effects of per-ceived sense of betrayal on brand extension evaluation, i.e. the lower the brand fit is, the smaller effect the perceived sense of betrayal will have on brand extension evaluation.

Key words: negative events, brand extension evaluation, perceived sense of betrayal