产品伤害危机对国产品牌群的外溢影响及应对策略: 基于跨文化研究和文本分析的检验

单个本土品牌的产品伤害事件常常产生外溢效应，降低消费者对整个本土品牌群的购买意愿。对本土品牌群外溢效应的研究多基于对中国市场的观察，缺乏跨文化的对比以及对这种效应的发生条件和长期应对策略的探索。我们认为，本土品牌群的负面外溢在发达经济体和新兴经济体之间存在差异，消费者的归因过程深刻影响负面外溢发生的条件以及应对策略的有效性。本课题的研究目标主要是（1）揭示本土品牌群外溢效应在中外市场上的共性和差异；（2）探索这种外溢效应的心理机制和作用边界；（3）验证品牌修复策略的有效性。本课题基于外溢效应理论、归因理论、和来源国理论，采用跨国实验、跨国线上口碑分析等方法深入探索基于品牌来源国的外溢效应及应对策略。本课题将负面外溢效应的研究由单一国家扩展到多个国家，从跨文化比较和归因角度丰富外溢效应的理论，并为品牌修复提供科学可行的建议。

The product harm crisis of a single indigenous brand often triggers negative spillover effect, reducing consumers’ purchase intention toward the entire universe of indigenous brands. To date, the negative spillover effect on indigenous brands has been researched mostly in the Chinese market, whereas research on its cross-country differences, boundary conditions, and associated response strategies has been lacking. We propose that there exists differences between the developed and emerging economies in the likelihood and magnitude of such negative spillover effect, that consumers’ attribution plays a key role in explaining the boundary conditions and the efficacy of response strategies. The proposed project seeks to (1) investigate the cross-country differences in the negative spillover effect associated with indigenous brands; (2) uncover the psychological mechanism and boundary conditions; (3) examine the efficacy of brand repair strategies in the aftermath of a product harm crisis. Building upon the negative spillover theory, attribution theory, and country of origin theory，we put forth and test a series of research hypotheses using cross-country experiment and online word of mouth analysis. The proposed research enriches the existing literature on the negative spillover effect of indigenous brands by moving from single-country studies to cross-county settings and by uncovering new boundary conditions based on consumer attribution. Insights from the study will be instrumental in helping brand managers successfully counter the impact of negative spillover in a globalized marketplace.