English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 115826/146872 (79%)
造訪人次 : 56990231      線上人數 : 47
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 商學院 > 資訊管理學系 > 期刊論文 >  Item 140.119/156779


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/156779


    題名: How Do Brands Change Their Advertising Spending in Response to a Rival's Product Recall?
    作者: 李曉惠
    Lee, Hsiao-Hui;Fang, Sihan;Astvansh, Vivek;Tong, Siliang (Jack);Guo, Yue
    貢獻者: 資管系
    關鍵詞: Product Recall;Spillover;Quality Management;Contagion;Competition;Advertising;Sales
    日期: 2024-09
    上傳時間: 2025-04-30 15:03:30 (UTC+8)
    摘要: A brand manager can interpret a rival's product recall as an opportunity to preempt sales and/or signal superior quality by raising their brand's ad spending. Conversely, they may interpret the recall as a threat that may harm their brand's image and/or lead buyers to draw unfavorable comparisons between their brand and the recalling brand. This interpretation nudges the manager to suppress their brand's ad spending. The authors test the interpretations empirically in the context of 62 substitute car models’ responses to the recall of a competing model. They assess the response over 31 weeks and 308 geographical regions, leading to 591,976 model-week-region observations. Regression discontinuity in time analysis reports that, on average, a substitute brand responds by lowering its ad spending by 50%, suggesting that the threat interpretation dominates the opportunity interpretation. A decomposition of spending by type suggests that substitute brands increase their spending on price advertising by 25%, decrease spending on quality advertising by 71%, but make no adjustment to brand advertising. This nuanced analysis suggests that substitutes attempt sales preemption, avoid quality signaling, and are not worried about brand spillover. A follow-up analysis reports that this advertising strategy strengthens the positive spillover effect of a brand's recall on its substitute brands’ sales volume. The key findings hold for another major automobile recall event in the same market. The findings contribute to the literature on the management of quality perceptions while informing about substitute brands’ managers responses to a rival brand's quality failure and whether the response helps or hurts the substitutes’ sales. Furthermore, the findings build an empirical foundation for future analytic investigation on strategic interactions among brands when a quality defect occurs.
    關聯: Production and Operations Management
    資料類型: article
    DOI 連結: https://doi.org/10.1177/10591478241283835
    DOI: 10.1177/10591478241283835
    顯示於類別:[資訊管理學系] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    index.html0KbHTML44檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋