Celebrity Scandal Fallout: How Attribution Style Can Protect the Sponsor
Celebrity Scandal Fallout: How Attribution Style Can Protect the Sponsor
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名人丑闻余波：归因方式如何保护赞助商
DOI：
10.1002/mar.20625
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发表时间：
2013
影响因子：
6.7
通讯作者：
Namhyun Um
中科院分区：
文献类型：
--
作者：
Namhyun Um
归因是对事件发生的原因或一个人的性格或其他心理状态的推断。本研究旨在考察消费者归因风格（即，名人认同和品牌承诺在名人代言人负面信息评价中的调节作用。研究发现，倾向性归因的人比情境性归因的人更消极地判断所支持的品牌。研究结果还表明，对名人有较高认同感的消费者对负面宣传的负面反应较少。最后，研究发现，当面对名人丑闻时，高品牌承诺的人比低品牌承诺的人对品牌表现出更好的态度，以及更高的购买意愿。
An attribution is an inference about why an event occurred or about a person's disposition or other psychological state. This study is designed to examine the effects of consumers’ attribution styles (i.e., dispositional and situational) and moderating role of celebrity identification and brand commitment in the evaluation of negative information about a celebrity endorser. The study finds that people who make dispositional attributions judge the endorsed brand more negatively than do those who make situational attributions. The findings also suggest that consumers with a higher level of identification with the celebrity are less likely to react negatively to the bad publicity. Finally, the study found that, when faced with a celebrity scandal, people with high brand commitment showed more favorable attitudes toward the brand as well as higher purchase intention than those with low brand commitment.
影响因子：
7.6
作者：
Brewer, MB;Gardner, W
通讯作者：
Gardner, W