品牌代言人丑闻对消费者品牌信任的影响——一个有调节的双中介模型被引量：5

The Effect of Brand Endorser’s Scandal on Consumers’ Brand Trust: A Model of Moderated Dual Mediators

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摘要日益频发的品牌代言人丑闻无论是给代言人还是给品牌商以及消费者都带来了巨大的消极影响,但目前相关的研究却极为匮乏。通过两个实验研究发现:虽然品牌代言人悖德丑闻与违法丑闻都会降低消费者的品牌信任,但前者较之于后者的影响更严重;心理契约违背与犬儒主义心理会共同在品牌代言人丑闻对消费者品牌信任的影响中起中介作用;消费者传统性不仅会直接调节品牌代言人丑闻对犬儒主义心理的影响,而且会对双中介产生调节作用,但不会对品牌代言人丑闻影响心理契约违背产生直接的调节作用。该研究不仅对深化和完善品牌代言危机等理论具有重要意义,而且对品牌商、代言人、消费者和监管机构等有重要的管理启示。 Frequent occurrences of brand endorsers’scandals produce serious negative effect not only on brand endorsers and brand owners,but also on consumer’s brand cognition and consumptive choice.Extant related work,however,focuses primarily on the important effects of brand endorsers’scandals on brand companies’stock prices,customers’willingness to buy and the spillover effects and so on,but lacks deep insights and effective researches on questions of whether,how and when brand endorsers’scandals influence consumers’brand trust,which not only directly destroys the completeness of the brand endorsement theory system,but also seriously affects companies’brand endorsement marketing and the practicality of the brand crisis management.Based on the psychological contract violation theory,the cynicism psychology theory as well as the consumer traditional theory,through constructing a model of moderated mediation,this article conducts an in-depth exploration of the internal mechanism and its boundary conditions underlying how brand endorsers’scandals affect consumers’brand trust,which are empirically tested by using experimental methods.Statistical methods used in the article include ANOVA,regression,Bootstrap mediation test and cognitive response test.Experiment 1,with sun glasses as experiment goods and telling a lie(Brand Endorser’s Immoral Scandal,BEIS)and drunk driving(Brand Endorser’s Unlawful Scandal,BEUS)as respective experimental manipulation as well as 184 undergraduate students as experimental subjects,tests both the direct and the mediating effects of brand endorsers’scandals on consumers’brand trust.Its results are as follows:(1)Brand endorsers’scandals do negatively affect consumer’s brand trust,and moreover BEIS gives rise to more negative impact than does BEUS;(2)Both the Psychological Contract Violation(PCV)and the Cynicism Psychology(CP)commonly mediate the impact of brand endorsers’scandals on consumers’brand trust;(3)Neither the product expertise nor the brand endorser att

作者刘建新李东进 LIU Jianxin;LI Dongjin(College of Economics and Management,Southwest University,Chongqing 400715,China;School of Management,Fudan University,Shanghai 200433,China;Business School,Nankai University,Tianjin 300071,China)

机构地区西南大学经济管理学院复旦大学管理学院南开大学商学院

出处《财经论丛》 CSSCI 北大核心 2021年第10期79-90,共12页 Collected Essays on Finance and Economics

基金教育部人文社科基金项目(18YJC630096) 西南大学2021年中央高校专项重点项目(SWU2109208) 西南大学校立教改项目(2018SY094)。

关键词品牌代言人丑闻心理契约违背犬儒主义心理品牌信任消费者传统性 Brand Endorsers’Scandal Psychological Contract Violation Cynicism Psychology Brand Trust Consumer Traditionality

分类号 F713.55 [经济管理—市场营销]