The Study On Spillover Effects Of Product Harm Crisis On The Collective Brand Equity In The Agriculture Industry

In recent years, the frequent occurrence of agricultural products harm crisis in China exerts a severely negative influence on the inherently fragile agricultural brand assets, which greatly reduces the consumers’ confidence on domestic brands of agricultural products, and makes great damage to the international image of our domestic agricultural brands. With the fast spread of information, agricultural products harm crisis not only make the enterprises suffer the brand crisis, but also exert greatly negative effects on the whole relevant industry. Confronting such unprecedented status quo, every walk of life is supposed to ponder over it, for example, what are the spillover effects of different harm crisis on other brands of the industry; Whether the consumers’choices of products and the public opinions make a regulate effect?In this paper, experimentation is adopted to probe into the spillover effects mechanism of product harm crisis on the collective brands in the agriculture industry. The spillover effect model is established under the help of literature review. The subjects are selected at random, and the samples are based on the collected data. Besides, SPSS17.0is used to do descriptive statistical analysis, reliability and validity analysis, paired-t sample test, ANOVA variance analysis, and multi-factor variance analysis.According to the findings of this paper, firstly, every agricultural product injury incident exerts a significant spillover effect on collective brands in the agricultural products. Secondly, different products have disparate spillover effects. For example, the mass product harm crises impose more spillover effects on collective brands than those of the single products. Among the four product injury incidents, namely, representative mass products, non-representative mass products, representative single products, and non-representative single products, the first one exert the most spillover effects on the collective brands, and the last one, the least. Thirdly, the possibility of consumers’choices significantly mediates the relationship between the harm crisis spillover effects and the collective brands. In other words, the more possible the consumers choose the products; the greater spillover effects will be exerted on collective brands. Fourthly, the more consistent the negative public opinions are the greater spillover effects will be exerted on the collective brands.The findings of this study contribute to the research on the relationship between the spillover effect of the product harm crisis and the collective brands which was paid no attention in the past years. In addition, constructive suggestions have been provided to the enterprises or even to the whole agricultural industry in terms of how to cope with product injury incidents.