| 归因视角下负面营销事件与顾客品牌资产作用机理 |
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| 引用本文： | 侯兴军,胡正明.归因视角下负面营销事件与顾客品牌资产作用机理[J].企业活力,2010(5):25-28. |
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| 作者姓名： | 侯兴军 胡正明 |
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| 作者单位： | 山东大学管理学院,济南,250100 |
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| 摘 要： | 顾客对负面营销事件分析一般遵循归因信息加工模式,顾客会从控制点、稳定性和可控性三个方面对负面营销事件的原因和责任进行归因,品牌形象和品牌忠诚随之发生改变,高品牌资产的犯错品牌能弱化事件的负面影响。同时,消费者个性特质会使归因具有大的不确定性。
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| 关 键 词： | 负面营销事件 品牌资产 归因理论 |
Mechanism between Negative Marketing Events and Brand Equity from Attribution Perspective |
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| Hou Xing-jun,Hu Zheng-ming.Mechanism between Negative Marketing Events and Brand Equity from Attribution Perspective[J].Enterprise Vitality,2010(5):25-28. |
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| Authors: | Hou Xing-jun Hu Zheng-ming |
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| Institution: | (Management School of Shandong University, Jinan 250100,China) |
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| Abstract: | Customers analyse the negative marketing events from the attribution theory.Customers find the reasons and responsibility of negative events from control,stability and controllability.Brand image and brand loyalty change accordingly.High brand equity of the wrong brand can weaken the negative impact of the incident.Also,Personality traits would be attributed to consumers with a great deal of uncertainty. |
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| Keywords: | negative marketing events brand equity attribution theory |
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