正面和负面口碑对品牌态度的溢出效应

IF 3.7 3区 管理学 Q2 BUSINESS European Journal of Marketing Pub Date : 2023-07-04 DOI:10.1108/ejm-01-2022-0044
Anatoli Colicev, Arnaud De Bruyn
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引用次数: 0

摘要

目的研究焦点品牌的热议对竞争品牌态度的影响。设计/方法论/方法与品牌相关的嗡嗡声可以定义为“对[一个品牌]的[积极或消极]兴奋感或兴趣,反映在口碑中或由口碑产生”(牛津词典)。作者在五年内调查了这种正面和负面的嗡嗡声对43个类别的648个品牌的品牌态度的溢出效应。研究发现,溢出效应在各个产品类别中普遍存在,并通过(负面)光环效应和(不利)偏好替代影响竞争品牌。作者没有发现非焦点品牌具有积极溢出效应的证据。研究局限性/含义作者提供了可概括的证据,证明积极和消极的舆论影响了美国经济最大部门数百个品牌的竞争品牌的态度。有趣的是,积极和消极的舆论对消费者态度的影响是不对称的。这些影响因消费者态度指标而异,并受品牌新闻强度、强度和相似性的调节。实际含义首先,营销经理应该监控竞争品牌的热度。其次,如果管理者关心印象,他们应该在竞争对手出现负面言论时进行干预(光环效应)。第三,管理者应该激发积极的舆论,从而对竞争对手的购买产生负面影响。第四,管理一个较小的品牌在印象和推荐方面有优势,而新闻强度可以避免负面的印象溢出效应。最后,品牌相似性全面放大了溢出效应。原创性/价值本文提供了溢出效应普遍存在的证据,并敦促营销经理和学者将竞争性的嗡嗡声纳入他们的框架和战略中。
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The spillover effects of positive and negative buzz on brand attitudes
Purpose This paper aims to investigate the effects of buzz about the focal brand on competing brands’ attitudes. Design/methodology/approach Brand-related buzz can be defined as “a general sense of [positive or negative] excitement about or interest in [a brand], as reflected in or generated by word of mouth” (Oxford dictionary). The authors investigate the spillover effects of such positive and negative buzz on brand attitudes of 648 brands in 43 categories over five years. Findings The authors find that spillover effects are widespread across product categories and affect competing brands through (negative) halo effect and (unfavorable) preference substitution. The authors do not find evidence of positive spillover effects for non-focal brands. Research limitations/implications The authors provide generalizable evidence that positive and negative buzz spills over competing brands’ attitudes for hundreds of brands across the largest sectors of the US economy. Interestingly, positive and negative buzz have asymmetric effects on consumer attitudes. These effects vary by consumer attitude metric and are moderated by brand news intensity, strength and similarity. Practical implications First, marketing managers should monitor the buzz of competing brands. Second, if managers are concerned with impressions, they should intervene when there is a negative buzz about competitors (halo effect). Third, managers should stimulate positive buzz to negatively affect their competitors’ purchases. Fourth, managing a smaller brand has advantages regarding impressions and recommendations, while news intensity can shield from negative spillover effects for impressions. Finally, brand similarity amplifies the spillover effects across the board. Originality/value This paper provides evidence that spillover effects are pervasive and urges marketing managers and academics to incorporate competing buzz in their frameworks and strategies.
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来源期刊
CiteScore
6.90
自引率
13.60%
发文量
126
期刊介绍: The EJM is receptive to all areas of research which are relevant to marketing academic research, some examples are: ■Sustainability and ethical issues in marketing ■Consumer behaviour ■Advertising and branding issues ■Sales management and personal selling ■Methodology and metatheory of marketing research ■International and export marketing ■Services marketing ■New product development and innovation ■Retailing and distribution ■Macromarketing and societal issues ■Pricing and economic decision making in marketing ■Marketing models
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