The Positive Spillover Effect Of Product Harm Crisis On Competitive Brand

The development of the market economy has led many companies to lack the sense of responsibility of the company itself driven by huge profits,which has led to frequent occurrence of product harm crisis incidents.This has seriously infringed upon the rights and interests of consumers and disrupted the market order.The rise of the Internet has accelerated the speed of information dissemination,making the product harm crisis information indirectly affect the competitors of the crisis brand and even the entire industry in which the crisis product is located.However,the above impact on competitors may have positive or negative effects.influences.For the study of product harm crisis,the predecessors mainly have the following two directions: First,the classification of the product harm crisis,influencing factors,and the response measures of crisis companies in this incident;Second,the spillover effect of the product harm crisis,This is mainly a negative spillover of competing brands and industries.However,by analyzing the fact that Samsung NOTE7 cell phone battery explosion has brought increasing market share to Apple,Huawei and other mobile phones,we have discovered that the occurrence of product harm crisis events also has a positive spillover effect on competitive brands,so this article attempts to do the following inquiry:First,to explore whether the product harm crisis will have a positive spillover effect on competing brands.Second,to discuss whether there are differences between two serious product harm crises in the process of positive spillovers to competing brands.Third,the introduction of product categories as a moderating variable in this study will further discuss its regulatory role in the positive spillover effect of product harm crisis on competitive brands.After combing and reviewing the literature on product injury crisis,this article draws on the activation diffusion theory,accessibility-diagnosability theory and assimilation-comparison theory to construct a conceptual model,and proposes relevant hypotheses based on the model,using 2(product harm crisis severity: severe and slight)x 2(product category: convenience products and optional products)experiments the experiment was conducted.Questionnaires were used to design questionnaires and published on the web for data collection.200 questionnaires were recovered.There are 185 valid questionnaires,and SPSS 20.0 is used for the analysis of the collected real data.After data analysis,theexperimental research conclusions are as follows: First,the product harm crisis does have a positive spillover effect on competitive brands.Second,the serious product harm crisis has a stronger positive spillover effect on competitive brands than a slight product harm crisis.Third,in the case of a severe product harm crisis,the product category plays a regulatory role in the positive spillover effect of the crisis on competitive brands;whereas,in the case of a slight product harm crisis,the product category differences are not in this positive spillover.Based on the research conclusions,this paper proposes the following two management suggestions:(1)Once a serious product harm crisis occurs,the competitive brand must immediately respond,seize the crisis brand into the opportunity of public opinion denunciation,adopt a brand differentiation strategy,highlight the difference between its products and crisis products,and maximize the use of the crisis The favorable conditions for the competitive brands themselves can be established in front of consumers to build a trustworthy corporate image,and on the basis of stabilizing the original consumers,attract more new consumers and achieve the goal of expanding market share.(2)After the product harm crisis of the convenience product,the competitive brand should adopt a targeted coping strategy based on the degree of consumer's attention and dependence on the product,and emphasizes the value of the product in practicality such as quality and efficacy;For the optional products,competitive brands can pay more attention to the enjoyment value of the product.