Abstract Through the introduction of dynamic competition theory, this study analyzes the variation and characteristics of response behaviors of the focal brand and competitive brands under the negative brand publicity. The results show that: 1) the competing brand with the highest similarity to focal brand, or the leading brand in the industry has the most and fastest response; 2) the competing brand whose market share and brand awareness are in the second place always has the most diverse response; 3)when the influence of focal brand is weak and its market segmentation is unique, the amount of response behavior of competing brands will be very small.
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