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| The Study on Mechanism of Network Spillover in Brand Crisis: Based on Agricultural Products |
| QING Ping，XU Yingying，SUN Shan，XIAO Bangming，LIAO Fen |
| Huazhong Agricultural University, Wuhan, China |
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Abstract This study explores how the crisis of different agricultural brands impacts on the network spillover effects, and examines the influence of the brand types (strong and weak) and the brand crisis types(incompetence and immorality) on network spillover effects and their mechanisms. The results indicate that, when incompetence negative events occur, compared to the weak brand, the strong brand is more likely to have infectious network spillover effects. When the brand is in immorality crisis, compared to the strong brand, the weak brand is more likely to have comparative network spillover effects. Facing a strong brand of agricultural products, consumers have more protective motives. The protective motivation leads to infectious network spillover effects when incompetence negative events occur. When facing weak brands, consumers show up more accuracy motivations. Accuracy motivations lead to comparative network spillover effects when immorality negative events occur.
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Received: 04 April 2018
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