传统媒体上强势品牌广告竞争溢出效应的作用机制及分布规律

doi:10.3724/SP.J.1042.2020.01989

摘要/Abstract

摘要：

由于产品之间存在相互关联性, 一个企业的广告不仅会对本企业产品的市场需求产生促进作用, 而且对其它企业产品的市场需求也会产生一定影响, 这种影响被称为广告的溢出效应。以往研究发现, 强势品牌广告竞争对弱势品牌具有溢出效应, 但该研究仅验证了溢出效应存在, 并未对其作用机制进行深入挖掘。通过实验方法探讨强势品牌广告竞争对弱势品牌的溢出效应的作用机制及边界条件是当务之急, 实验一探讨强势品牌广告竞争对弱势品牌溢出效应的作用机制, 主要包括探讨中介变量和调节变量两个方面的问题。中介变量包括消费者对强势品牌的涉入度、感知产品质量、行业市场份额变化三个变量, 调节变量包括消费者广告态度、消费者任务导向、产品生命周期、产品同质性四个变量。实验二探讨强势品牌广告竞争对弱势品牌的溢出效应的整体分布规律, 包括产品成长期和成熟期两个时期的溢出效应分布规律。研究将揭示强势品牌广告竞争的作用机制和整体分布规律, 有利于丰富溢出效应理论和广告效果理论。

关键词: 广告竞争, 溢出效应, 消费者涉入度, 感知产品质量

Abstract:

The advertisement of an enterprise not only promotes its own market demands, but also influences the market demand of its competitors’ products, which is called the Spillover Effect of Advertisement. Previous studies have found that strong brands’ advertising competition cause spillover effects on weak brands). This research extends current studies by examining the underlying mechanism using two experiments. Study 1 explores several mediating and moderating variables. The mediating variables include involvement of a strong brand, perceived product quality, and changes of market share. The moderating variables include product life cycle and product homogeneity, attitude towards advertising, and consumer task orientation. Study 2 examines the overall distribution rule of the spillover effect of strong brands’ advertising competition on weak brands. We focus on the periods of product growth and maturity. In conclude, we unravel the mechanism and overall distribution rule of strong brands’ advertising competition, which will enrich the theory of spillover effect and advertising effect.

Key words: advertising competition, spillover effect, consumer involvement, perceived product quality

中图分类号:

B849: F713.55

晋向东, 范秀成, 朱华伟, 袁靖波. (2020). 传统媒体上强势品牌广告竞争溢出效应的作用机制及分布规律. 心理科学进展 , 28(12), 1989-1999.

JIN Xiangdong, FAN Xiucheng, ZHU Huawei, YUAN Jingbo. (2020). The mechanism and distribution trend of spillover effect of strong brand for advertising competition in traditional media. Advances in Psychological Science, 28(12), 1989-1999.

图/表 4

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溢出种类	概念	研究者	溢出方向	溢出条件作用机制	溢出对象	应对方式
产品伤害危机溢出效应	产品伤害危机不仅损害危机品牌, 还可能溢出到竞争品牌, 形成溢出效应。	Roehm & Tybout (2006) Korkofingas & Lawrence (2010); Dahlen & Lange (2006) 方正等(2013); 王晓玉(2012)	正向、负向	产品属性相似、危机产品行业代表性、竞争产品相似性、企业声誉品牌熟悉度、品牌承诺、品牌联想。溢出效应发生方向取决于产品属性与危机品牌属性的相似性。	产品非危机属性、同类产品中非危机产品、竞争产品和产品品类	澄清或默认
共同品牌(Umbrella Branding) 溢出效应	消费者对品牌的偏好可以跨越产品品类在具有同一品牌的不同产品间存在。	Wernerfelt (1988); Montgomery & Wernerfelt (1992); Erdem & Winer (1999); Manchanda, Asim & Sunil (2000)	正向	共同品牌一方面可以提高顾客对产品质量的期望, 另一方面可以减少消费者风险。对已有的老产品的质量的感知可以影响到顾客对具有同样品牌的新产品的质量感知。	相同品牌不同品类产品	扩大同一品牌下的产品类别
广告溢出效应	一个企业的广告不仅会对本企业产品的市场需求产生促进作用, 而且对其它企业产品的市场需求也会产生促进影响。	Farret (2001); Bagwell (2005); Anderson & Simester (2013); Lewis & Nguyen (2015); Shapiro (2014)	正向、负向	广告可以扩大行业市场份额, 也可以对其他品牌市场份额进行瓜分, 在产品同质的情况下, 广告导致零售商们互相“搭便车”。	同类产品	根据广告溢出方向采用不同广告策略
企业社会责任声誉溢出效应	企业的社会责任行为跨越企业边界, 对其他企业的社会责任声誉产生影响。	费显政等(2010)	正向、负向	溢出效应的方向和强度大小受到发讯企业和受讯企业的相似度、议题卷入程度、澄清策略的影响。	其他企业	澄清策略
竞争性品牌间溢出效应	消费者对于一个品牌感知到的印象可以影响到其他的竞争性品牌。	Kalyanaram & Urban (1992); Lewis & Nguyen (2015); Janakiraman, Shantanu & Dutt (2009)	正向、负向	产品属性或性能具有高度相似性, 会使得在消费者记忆中具有很强的链接, 消费者很容易激活这些链接, 导致消费者对竞争性品牌有较强的可获得性、可诊断性, 进而导致溢出效应。	竞争品牌	根据溢出方向, 调整产品属性
强势品牌广告竞争的溢出效应	强势品牌广告竞争对弱势品牌具有溢出。	晋向东等(2018)	负向 (正向?)	作用机制未知	弱势品牌	弱势品牌应对策略未知

溢出种类	概念	研究者	溢出方向	溢出条件作用机制	溢出对象	应对方式
产品伤害危机溢出效应	产品伤害危机不仅损害危机品牌, 还可能溢出到竞争品牌, 形成溢出效应。	Roehm & Tybout (2006) Korkofingas & Lawrence (2010); Dahlen & Lange (2006) 方正等(2013); 王晓玉(2012)	正向、负向	产品属性相似、危机产品行业代表性、竞争产品相似性、企业声誉品牌熟悉度、品牌承诺、品牌联想。溢出效应发生方向取决于产品属性与危机品牌属性的相似性。	产品非危机属性、同类产品中非危机产品、竞争产品和产品品类	澄清或默认
共同品牌(Umbrella Branding) 溢出效应	消费者对品牌的偏好可以跨越产品品类在具有同一品牌的不同产品间存在。	Wernerfelt (1988); Montgomery & Wernerfelt (1992); Erdem & Winer (1999); Manchanda, Asim & Sunil (2000)	正向	共同品牌一方面可以提高顾客对产品质量的期望, 另一方面可以减少消费者风险。对已有的老产品的质量的感知可以影响到顾客对具有同样品牌的新产品的质量感知。	相同品牌不同品类产品	扩大同一品牌下的产品类别
广告溢出效应	一个企业的广告不仅会对本企业产品的市场需求产生促进作用, 而且对其它企业产品的市场需求也会产生促进影响。	Farret (2001); Bagwell (2005); Anderson & Simester (2013); Lewis & Nguyen (2015); Shapiro (2014)	正向、负向	广告可以扩大行业市场份额, 也可以对其他品牌市场份额进行瓜分, 在产品同质的情况下, 广告导致零售商们互相“搭便车”。	同类产品	根据广告溢出方向采用不同广告策略
企业社会责任声誉溢出效应	企业的社会责任行为跨越企业边界, 对其他企业的社会责任声誉产生影响。	费显政等(2010)	正向、负向	溢出效应的方向和强度大小受到发讯企业和受讯企业的相似度、议题卷入程度、澄清策略的影响。	其他企业	澄清策略
竞争性品牌间溢出效应	消费者对于一个品牌感知到的印象可以影响到其他的竞争性品牌。	Kalyanaram & Urban (1992); Lewis & Nguyen (2015); Janakiraman, Shantanu & Dutt (2009)	正向、负向	产品属性或性能具有高度相似性, 会使得在消费者记忆中具有很强的链接, 消费者很容易激活这些链接, 导致消费者对竞争性品牌有较强的可获得性、可诊断性, 进而导致溢出效应。	竞争品牌	根据溢出方向, 调整产品属性
强势品牌广告竞争的溢出效应	强势品牌广告竞争对弱势品牌具有溢出。	晋向东等(2018)	负向 (正向?)	作用机制未知	弱势品牌	弱势品牌应对策略未知