Research On The Effects Of Responsing Strategies Of Spillover Effect Of Product Harm Crisis

In recent years,due to the complexity of the marketing environment,and the rapid development of Internet technology,product harm crisis occurs more frequently,which gives devastating damage to the crisis enterprise and harms the physical and mental health of the consumers.What's more,"the fire of city gate brings disaster to the fish",because of the inextricably associations,when product harm crisis occurs,it will spill over to the competing brands which provide the same products and services.That is to say,there is "spillover effect",which seriously affecting the healthy development of social economy.In the face of the sudden spillover effect of product harm crisis,the enterprises will take some responding strategies instinctively.Some brands keep silence,some deny,and some actively clarify.However,as to as the questions of how these responses will affect the perception of consumers,and what kind of responding effect these responses will play,the academic community has not started deep research.In other words,how should the competing brands choose responding strategies?Are there any differences in the effect of different responding strategies?Does the brand relative position have a significant impact on the choice of band's responding strategies?While the existing researches have not yet explored these questions which are very important and urgent.Based on the theory of accessibility-diagnosticity framework and elaboration likelihood model,this study explores the role of brand relative position in spillover effect and the effect of responding strategies,and strives to find the optimal responding strategy of different brands,to maintain the brand image.Firstly,through reviewing and combing the literature,we have established the model of responding strategy aimed to reduce the spillover effect of product harm crisis;Secondly,by the means of empirical research,we collect the actual survey data,and use SPSS 19.0 to carry on descriptive statistical analysis,reliability and validity test,variance analysis,interactive test and so on.Finally,our study finds:(1)When spillover effect of product harm crisis occurs,the different communication strategies adopted by competing brands have different responding effect on reducing the bad impact.(2)The brand relative position strength will adjust the occurrence of spillover effect.Compared to the relative strong brand,the crisis brand more likely spill over to the relative weak brand.(3)The brand relative position and responding strategies have an interaction to reduce the negative spillover effect.In particularly,for relative weak brand,it is better to use denied strategy to reduce the impact of negative spillover effects;for relative strong brand,it is better to use segmentation strategy to reduce the impact of negative spillover effects.This study confirms the important role of brand relative position in spillover effect of product harm crisis.Our findings can perfect theories of the responding strategy of product harm crisis,and help brands improve their crisis response capacity.