本文選題：品牌負(fù)面事件　切入點(diǎn)：品牌危機(jī)　出處：《心理科學(xué)》2017年01期 　論文類型：期刊論文

【摘要】：文章通過對品牌負(fù)面事件溢出效應(yīng)文獻(xiàn)的系統(tǒng)梳理,提出了目前研究主要從品牌組合或品牌聯(lián)盟內(nèi)部、競爭品牌或品類、品牌原產(chǎn)國及該國其他品牌三個(gè)視角出發(fā)展開,并據(jù)此詳細(xì)解讀了基于這三種視角的溢出效應(yīng)的影響因素。文章還進(jìn)一步對溢出效應(yīng)的產(chǎn)生機(jī)制以及應(yīng)對策略相關(guān)文獻(xiàn)加以述評,進(jìn)而提出未來研究的發(fā)展方向。
[Abstract]:This article through systematic review of brand negative events spillover effect of literature, put forward the current research mainly from the brand portfolio or brand alliance, brand competition or category, three from the perspective of brand country of origin and other brands in the country starting, and based on the detailed interpretation of the factors influencing the spillover effects of these three perspectives based on the article also. The spillover effects related coping strategies and mechanism of literature review, and then put forward the development direction of future research.

【作者單位】： 上海交通大學(xué)安泰經(jīng)濟(jì)與管理學(xué)院;
【基金】：上海市曙光項(xiàng)目計(jì)劃(13SG16) 浦江人才計(jì)劃(10PJC060)的資助
【分類號】：F274;B84-05
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本文編號：1643604