品牌联盟中环境声誉的双向溢出效应及管理策略研究：基于认知与情感的融合视角

With the increasing public expectations of brand environmental responsibility, how to improve the environmental reputation (ER) has become the focus of many brands. However, brands will bear high costs relying on their own environmental responsibility activities. Therefore, this project proposes: Can a brand obtain a good environmental reputation at a lower cost by forming an alliance, and what risks does it face? In order to analyze this question, this project conducts a research on the factors, mechanism and consequences of bilateral spillover effects of ER in brand alliances, as well as the corresponding management strategies. Based on the integration of cognitive and affective perspectives, this research explores the logic linkages among information processing theories, the affect transfer theory, emotional contagion theory and brand alliance related theories, and constructs a theoretical model to explain the process and the mechanism of ER’s bilateral spillover effects in brand alliances. Furthermore, it studies how a brand can manage the spillover effects of ER in an alliances according to the characteristics of its own and the market. Various research methods such as experiment, survey, multi-case study, content analysis are used to empirically test the theoretical frameworks of ER’s bilateral spillover effects and the corresponding management strategies. The project is expected to enrich the research perspectives and extend related theories in the fields of environmental reputation and brand alliance. It also provides important managerial implications for the alliance brand to effectively manage environmental reputation spillover effects.

在公众对品牌环境责任期望提高的背景下，如何提高环境声誉成为众多品牌关注的重点，然而仅仅依靠品牌自身投入环境责任行动将承担高昂的成本。本项目提出：品牌能否通过缔结联盟的方式，以较低成本来获取良好的环境声誉，其中又面临哪些风险？基于此，本项目对品牌联盟中环境声誉正负双向溢出效应的影响因素、发生机制和后果以及相应的管理策略开展研究。从认知和情感融合的视角出发，通过对信息处理、情感迁移、情绪传染以及品牌联盟相关理论逻辑联系的探索，构建品牌联盟中环境声誉双向溢出效应的影响因素体系，并提出解释其发生机制和后果的理论模型。在此基础上，研究品牌如何根据自身和市场特征，设计相应的管理策略。综合采用实验研究、问卷调查、多案例研究、内容分析等方法对环境声誉双向溢出效应以及管理策略设计理论分析框架进行实证检验。项目预期丰富环境声誉和品牌联盟领域的研究视角和相关理论，并为联盟品牌有效管理环境声誉溢出提供实践指导。

本项目立足于公众对品牌社会责任期望不断提高的当代背景，融合认知和情感双重视角，深入研究品牌联盟中环境声誉双向溢出效应的影响因素、发生机制以及其对消费者响应的多重作用机理和边界条件。通过对信息处理、学习联想、情感迁移、品牌能动意图以及联盟相关理论逻辑联系的探索，构建品牌联盟中环境声誉双向溢出效应的影响因素体系，并提出解释其发生机制和后果的理论模型。在此基础上结合品牌特征以及环境特征，对品牌联盟溢出的管理机制及其对绩效的影响进行研究。本研究调研对象涵盖制造业、酒店旅游业、零售业等多种行业，涉及联合广告、成分品牌、品牌联合开发等不同类型的品牌联盟。综合采用实验研究、问卷调查、深度访谈、案例研究、博弈与仿真、内容分析等研究方法对环境声誉双向溢出效应以及联盟管理策略设计进行理论及实证研究。. 本课题研究成果的科学意义在于：采用认知和情感双重视角，通过对信息处理、情感迁移、品牌管理以及联盟相关理论的梳理，找出不同理论之间的内在逻辑联系，从联盟品牌、环境声誉、消费者特征、文化特征、治理结构等各个层面识别影响品牌联盟环境声誉双向溢出效应的因素，并构建其发生机制的理论分析框架。从溢出效应的全过程剖析联盟环境声誉溢出的产生原因、行为后果、中介机制以及边界条件，丰富并完善品牌联盟、环境声誉以及联盟治理相关领域的研究视角和理论。