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

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.

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。

本课题拟将感知价值理论和消费者—品牌关系理论两种视角引入到对负面公司联想事件的应对策略及其效果的研究中，构建针对负面公司联想事件基于多种渠道的应对策略影响消费者行为的作用机制和边界条件的理论模型，关注感知价值和线上平台的特征影响消费者行为过程中的中介作用以及包括渠道平台特征、品牌特征、消费者个人特征在内的多种调节变量的识别。从过程来看，在项目执行过程中，项目主持人按年度对涉及的成员、经费、时间合理有效的统筹管理，团队成员分工合作，积极配合；人员的组织和工作安排合理；研究经费使用严谨得当；时间安排符合项目计划，项目稳步推进，进展顺利。从结果来看，该项目已经取得令人满意的研究成果。课题共包含六个研究内容，三个主要研究目标。经过过去四年项目团队成员的共同努力，探索性、理论和实证层面的研究目标均部分得以实现。在研究过程中，项目组多人次参加本领域具有较高声誉的国际会议和多人次参加国内学术会议，以期了解学科发展前沿和同行交流项目研究成果。我们也根据最新的理论发展和科研动向、来自资深学者的建议和参会反馈对原有的理论框架做出一定调整，加深其理论贡献和实践意义。项目的大部分主体工作已经完成。其中五个研究内容的部分成果已经形成论文和会议摘要的形式并得刊出。针对第二个研究内容，即基于顾客群体的负面公司联想事件后非应激型应对策略对消费者口碑宣传行为的影响，特别是品牌个性特征的调节作用也已经完成理论探索和数据分析，研究论文正在写作和投稿中。共有2 篇英文论文被国际期刊接收，均为 SSCI索引的本领域的知名期刊。4篇中文论文在CSSCI核心期刊发表或接收待刊发（《管理评论》、《外国经济与管理》、《社会科学辑刊》、《管理科学》）；总的来说，人员的组织和工作安排合理，研究经费使用严谨得当，时间安排符合项目计划，项目预期预期成果。执行过程和结果令人满意。