ABSTRACT

Although it is typical for consumers to be exposed to multiple instances of negative publicity about a brand, existing research has focused on consumers’ reactions to one-time negative publicity instances. Given the important role of self-brand connection in consumers’ reactions to negative brand-related information, the current study investigates how consumers with different self-brand connection levels react to multiple instances of negative publicity in a single domain; which refers to the areas of a firm’s policies and actions, versus across different domains. Two experimental studies were conducted with U.S. adult participants to examine the interactive effect of self-brand connection and negative publicity domain similarity on consumers’ reactions. The results show that consumers with low self-brand connection, who are likely to perceive negative brand-related information very diagnostic, have less favorable reactions after exposure to multiple instances of negative publicity across different domains versus in the same domain. However, for consumers with high self-brand connection, who are likely to be defense motivated, there is not any significant difference in their reactions after exposure to multiple instances of negative publicity across different domains versus in a single domain. Additionally, this research shows that perceived responsibility assigned to the brand derives the observed results.

摘要

尽管消费者通常会接触到关于品牌的多次负面宣传，但现有的研究主要集中在消费者对一次性负面宣传的反应上。鉴于自品牌关联在消费者对负面品牌相关信息的反应中的重要作用，本研究调查了具有不同自品牌关联水平的消费者如何对单个域中的多个负面宣传实例做出反应；它指的是公司政策和行动的领域，而不是跨不同领域。对美国成人参与者进行了两项实验研究，以检验自有品牌联系和负面宣传领域相似性对消费者反应的交互作用。结果表明，自有品牌关联度低的消费者，那些可能认为负面品牌相关信息非常具有诊断性的人，在接触到不同领域的多个负面宣传实例后，与同一领域的负面宣传相比，他们的反应不太好。然而，对于自我品牌关联度高的消费者来说，他们可能有防御动机，他们在接触到跨不同领域的多次负面宣传与单一领域的负面宣传后的反应没有任何显着差异。此外，这项研究表明，分配给品牌的感知责任会产生观察到的结果。对于那些可能有防御动机的人，他们在接触到跨不同领域的多次负面宣传与单一领域的负面宣传后的反应没有任何显着差异。此外，这项研究表明，分配给品牌的感知责任会产生观察到的结果。对于那些可能有防御动机的人，他们在接触到跨不同领域的多次负面宣传与单一领域的负面宣传后的反应没有任何显着差异。此外，这项研究表明，分配给品牌的感知责任会产生观察到的结果。