摘要
在品牌犯错后,越来越多的品牌开始通过自黑进行回应。但是迄今为止,有关品牌犯错后回应策略的文献中,鲜有研究探讨品牌自黑对消费者品牌态度的影响。本文研究了品牌自黑作为品牌犯错后的一种回应策略对消费者负面品牌态度的缓解作用。本文通过1个预实验和4个正式实验发现,幽默和自我贬低的交互作用能够有效缓解消费者对品牌犯错的负面态度,并且验证了消费者感知品牌关系距离的中介作用和犯错类型的调节作用。具体而言,品牌自黑式回应中的自我贬低能让消费者感知到品牌站在消费者立场,更积极地维护消费者的利益,愿意承担责任;而幽默可能会让消费者感知品牌更具有能力。因此,在犯错后,品牌自黑式回应能够使消费者感知到品牌承担责任、纠正错误的意愿和能力,拉近消费者感知和品牌之间的关系距离,从而缓解消费者对犯错品牌的负面态度。实验结果还发现,品牌自黑式回应对品牌犯错影响的缓解效应仅在能力犯错时有作用,对于正直犯错而言,品牌自黑的效应消失。本研究的发现弥补了现有品牌犯错研究文献的不足,为犯错后的品牌提供了一种新的沟通策略,具有丰富的理论贡献和管理启示。
More and more brands choose self-deprecating humor as a response to brand misconduct. However, few literatures in the field of response strategies after brand misconduct have examined the impact of brand self-deprecating humor on consumers＇ attitude so far. This article explores the brand self-deprecating humor as a response strategy to mitigate the negative attitude of customers after brand misconduct. One pretest and four experiments revealed that the interaction of humor and self-deprecation would effectively alleviate the negative brand attitude of consumers. Specifically, the brand self-deprecating humor response allows consumers to perceive the brand standing in the consumers＇ position, safeguarding the interests of consumers, and taking the responsibility. In addition, humor allows consumers perceive brand more capable. Therefore, brand self-deprecating humor response after brand misconduct enables consumers to perceive the that brand has capability and willingness to take the responsibility and to correct mistakes, thus shortening perceived distance between consumers and the brand, therefore alleviating the negative attitude on the brands who made mistakes. The results also demonstrated that the mitigating effect of brand self-deprecating humor response on brand＇s misconduct was only effective in the conditions of capable misconduct, as the effect would disappear in case of integrity. The findings of this study fill the gaps of the existing literature on brand misconduct, and provide a new communication strategy for the brands after making mistakes, which offers important theoretical contribution and managerial implications.
出处
《中国工业经济》
CSSCI
北大核心
2018年第1期174-192,共19页
China Industrial Economics
基金
国家自然科学基金面上项目"零售地点空间方位特征对零售地点体验及消费者行为的影响"(批准号71772141)
国家自然科学基金面上项目"基于地点特征的消费者移动媒体偏好与使用行为研究:社会生态心理学的视角"(批准号71472141)
关键词
品牌犯错
回应策略
品牌自黑
犯错类型
brand misconduct
response strategy
brand self-deprecating humor
misconduct type
