产品危机对危机品牌竞争对手的溢出效应研究述评与展望

被引：13

作者：

王晓玉

机构：

[1] 上海财经大学国际工商管理学院

来源：

外国经济与管理 | 2012年 / 34卷 / 02期

关键词：

产品危机; 竞争对手; 溢出效应;

D O I：

10.16538/j.cnki.fem.2012.02.007

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

本文通过文献梳理从消费者感知和行为(意向)、竞争对手营销策略效果和竞争对手股市价值三个视角讨论了产品危机对危机品牌竞争对手产生的正溢出或负溢出效应,分析了其中的影响因素,并基于可及性—诊断性理论、启发理论和同化—对比理论等相关理论剖析了产品危机对危机品牌竞争对手溢出的机理,最后对现有文献进行了评价并对未来研究方向进行了展望。

引用

页码：58 / 64

页数：7

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