How Should Unaffected Brand Advertise During Its Competitors Product Crisis?
Product-harm crisis has become one of the biggest threats to a brand or a company, thus arousing great research interests from both academia and business circle. However, most of existing researches investigate this topic from the perspective of the affected brand or company, mainly focusing on its consequence and coping and recovering strategies, therefore there is a severe lack of studies on strategic marketing behavior and corresponding performances of the unaffected brands. As an important and effective marketing tool, advertising is always the first choice of both the affected brand and unaffected brands. In this article, the effectiveness of the unaffected brands advertising strategies will be examined, as well as the role of consumers product category involvement level. ANOVA will be mainly employed to analyze the data collected from experiments conducted in university.
Product-harm crisis Unaffected brand Rational appeal advertising Emotional appeal advertising
ZHANG Yang YU Ning
School of Business Administration, Dongbei University of Finance and Economics, P. R. China, 116025
国际会议
长沙
英文
56-62
2012-06-02（万方平台首次上网日期，不代表论文的发表时间）