品牌過失
品牌過失(Brand Transgression)一般係指品牌違反客戶預期嘅情況[1]。
引發品牌過失嘅原因
[編輯]品牌過失引發嘅反應
[編輯]部分被學者視作品牌過失研究嘅例子
[編輯]- 民主進步黨：有學者將政黨視作一個品牌，分析認為民主進步黨未能妥善處理內政問題，又陷入使用網軍嘅爭議，涉及香港嘅問題上一啲成員（例如：王必勝、梁文傑同林靜儀）嘅言論以及整體政策上又出現爭議，最終導致佢哋喺2024年第11屆中華民國立法委員選舉嘅時候失去立法院嘅過半地位[6]。
參考文獻
[編輯]- ↑ Aaker, Jennifer; Fournier, Susan; Brasel, S. Adam (2004-06-01). "When Good Brands Do Bad". Journal of Consumer Research. 31 (1): 1–16. doi:10.1086/383419. ISSN 0093-5301.
- ↑ 2.0 2.1 2.2 Magnusson, Peter; Krishnan, Vijaykumar; Westjohn, Stanford A.; Zdravkovic, Srdan (2014-03-01). "The Spillover Effects of Prototype Brand Transgressions on Country Image and Related Brands". Journal of International Marketing (英文). 22 (1): 21–38. doi:10.1509/jim.13.0068. ISSN 1069-031X.
- ↑ Grégoire, Yany; Tripp, Thomas M.; Legoux, Renaud (2009-11-01). "When Customer Love Turns into Lasting Hate: The Effects of Relationship Strength and Time on Customer Revenge and Avoidance". Journal of Marketing (英文). 73 (6): 18–32. doi:10.1509/jmkg.73.6.18. ISSN 0022-2429.
- ↑ Viscomi, Sabrina (2023-04-01). "Great Expectations: Consumer-Brand Relationships and their Influence on the Organizational Outcomes of Brand Transgressions". Atlantic Marketing Journal. 12 (1). ISSN 2165-3887.
- ↑ Zhou, Feng (2015-12-06). "The Effect Of Perceived Transparency, Perceived Reputation And Perceived Security On Consumer Trust And Purchase Intention". ICEB 2015 Proceedings (Hong Kong, SAR China).
- ↑ Au, Cheuk Hang (2025-04-10). "Political brand transgression: an expanded stimuli-organism-response (SOR) framework perspective". International Review on Public and Nonprofit Marketing (英文). doi:10.1007/s12208-025-00436-x. ISSN 1865-1992.
