负面公司联想事件与企业应对策略的影响机制和边界条件：多渠道背景下的双重视角研究

项目名称： 负面公司联想事件与企业应对策略的影响机制和边界条件：多渠道背景下的双重视角研究

项目编号： No.71472045

项目类型： 面上项目

立项/批准年度： 2015

项目学科： 管理科学

项目作者： 谢毅

作者单位： 对外经济贸易大学

项目金额： 61万元

中文摘要： 本课题拟从消费者-品牌关系和感知价值的双重视角出发，研究负面公司联想事件和企业应对策略对消费行为的影响机制和边界条件。负面公司联想事件是会导致消费者对涉事企业形成负面联想的公司事件，将使企业遭受重大损失。课题立足于多渠道融合的管理趋势和中国市场现实开展研究，深入挖掘负面公司联想事件以及企业应对策略的类型，期望识别即能体现中国市场特色又具有国际前沿理论意义的新概念和新关系。而且，将感知价值和消费者-品牌关系理论纳入研究框架，考察两种视角在影响机制中扮演的角色，并考察渠道特征、个人特征、品牌个性和关系规范的调节作用。课题分为探索性研究、理论研究和实证研究三个阶段，分别通过定性的访谈和案例分析、定量的问卷调查和实验法检验理论框架和假设。团队的成员构成和分工合理，已积累了丰富的基础，具有较好的可行性。课题的预期成果具有重要的现实价值和理论意义，能够对该领域的现有研究做出一定的补充和创新。

中文关键词： 公司联想；负面公司联想事件；消费者-品牌关系；多渠道；顾客感知价值

英文摘要： This project aims to investigate how the negative corporate association events and coroporate responding strategies influence subsequqnt consumer behaviors and the boundary conditions. Negative corporate association events are defined as those corporate events that may lead consumers to generate negative associations towards the focal firm. Previous research suggests that such events have destructive and harmful influence on the focal firm in multiple aspects.In addition, such events occur freqneutly in Chinses local market. As such, how to respond wisely and effectively is a imperative academic and practical topic. We set this project in the context of multichannel marketing management trend and Chinese local market, and try to bridge corporate assocations liteature and multichannel marketing liteature.This project explores the nature and key categories of negative corporate association events and corporate responding strategies, expecting to identify new concepts and new relationships that can reflect the unique characteristics of local market and have signifcant theoretical contributions. Both customer-brand relationship theory and perceived value theory are incorporated into the theoretical framework. The roles that customer-brand relationship and perceived value play in the influencing mechanism of the negative corporate association events and coroporate responding strategies on subsequqnt consumer behaviors are investigated. In addition, in order to identify the boundary conditions of the effectiveness of coroporate responding strategies, multichannel characteristics, individual features, brand personality and relational norms are examined as potential moderating factors in the influencing mechanism. In implementation, this project will follow exploratory stage, theoretical stage and empirical stage. In-depth interview, case analysis, survies and laboratory experiments will be employed to test the proposed research framework and hypotheses. Group members of this project are well organized with a variety of expertise and skills. To prepare for this project, a amount of relevant raw materials and supporting evidence have been collected and several previous exploratory studies have been done. Those efforts provide good foundation for the success of this project. As such, it is safe to conclude that this project has good feasibility. The expected findings from this project can provide high theoretical value and practical implications. As such, this project will make important complementary contribution and potential innovation to the relevant academic areas.

英文关键词： Corporate Associations;Negative Corporate Association Events;Customer-Brand Relationship;Multichannel;Perceived Customer Value