Empirical Research on Brand Spillover Effect of Agricultural Product under the Background of Product Injury Crisis

By referring to attribution theory, influence factor and internal mechanism of crisis brand generating two kinds of spillover effects are explored. In this paper, the influence mechanism on spillover effect is explored from the angles of network and industry information. Results show that high online review dispersion is easy to cause that consumer attributes the responsibility to the outside of the enterprise, while low online review dispersion is easy to cause that consumer attributes the responsibility to the inside of the enterprise; high industry base rate information is easy to cause that consumer attributes the responsibility to the outside of the enterprise, while low industry base rate information is easy to cause that consumer attributes the responsibility to the inside of the enterprise. When consumer attributes the responsibility to the outside of the enterprise, infectious network spillover is easy to occur. When consumer attributes the responsibility to the inside of the enterprise, contrast network spillover is easy to occur. Consumer’s existing brand knowledge regulates the influence of online review dispersion on responsibility attribution and the influence of industry base rate information on responsibility attribution. Research result could provide effective theoretic reference and management suggestion for crisis enterprise and even whole industry responding to product injury crisis.