品牌危机类型与品牌强度对负价顾客契合的交互影响及心理机制

The Interactive Effects of Brand Crisis Type and Brand Strength on Negatively-Valenced Customer Engagement and Its Psychological Mechanism

摘要: 随着互联网的普及和社交媒体的兴起，负价顾客契合在近年来逐渐受到学者们的关注。本文通过3个情境模拟实验，探讨了品牌危机类型与品牌强度对负价顾客契合行为的交互效应及其心理机制。结果发现：当发生能力型品牌危机时，弱势品牌相较于强势品牌，顾客会有更积极的品牌脱离行为，顾客内化冲突下的相对剥夺感在其中起到中介作用；当发生道德型品牌危机时，强势品牌相较于弱势品牌，顾客会有更高水平的反品牌行动，顾客认同冲突下的价值加工不流畅感在其中起到中介作用。本文深化了对负价顾客契合行为心理前因的理解，拓展了人际影响机制理论在品牌关系解体情境下的解释力，并为不同位势品牌构建危机预警体系提供了理论指导。

Abstract: With the proliferation of the Internet and the rise of social media, negatively-valenced customer engagement have gradually garnered scholarly attention in recent years. Through three scenario-based experiments, this paper examines the interactive effect of brand crisis type and brand strength on negatively-valenced customer engagement behaviors and the underlying psychological mechanisms. The results show that: In the case of a competence-related brand crisis, customers exhibit more pronounced brand disengagement behaviors toward weak brands compared to strong brands, with relative deprivation arising from customer internalized conflict serving as the mediating mechanism; in the case of a morality-related brand crisis, customers demonstrate heightened anti-brand behaviors toward strong brands than weak brands, with value-processing disfluency stemming from customer identity conflict functioning as the mediating mechanism. This paper deepens the understanding of the psychological antecedents of negatively-valenced customer engagement behaviors, extends the explanatory power of interpersonal influence mechanism theory in the context of brand relationship dissolution, and provides theoretical guidance for brands of varying statures in constructing crisis early-warning systems.