关键词: 品牌丑闻, 负面溢出效应, 跨文化, 自我建构

Abstract:

With multi-national corporations’ development, the brand scandal of a company could spill over to different countries. Do consumers from different culture have different responses to a brand scandal? Based on the self-construal theory, this paper investigates the cross-culture difference of brand negative spillover effect. A cross-culture experiment and a priming experiment have been adopted, the results show that consumers from eastern countries (interdependent self-construal consumers) have bigger negative spillover effect than consumers from western countries( independent self-construal consumers). This is because interdependent self-construal consumers are inclined to adopt holistic thinking when facing other brands’ scandals; while independent self-construal consumers are inclined to adopt analytic thinking.

Key words: Brand scandal, Negative spillover effect, Cross-culture, Self-construal