Brand Scandals Spillover Model Based on the GMDH

Conference paper
Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 241)

Abstract

This paper collected the number of web pages to build the GMDH autoregressive model in order to study the ‘Shuanghui clenbuterol’ scandal spillover to competing brands ‘Yurun’. The model can reflect the speed of scandal spillover through the network and how it changed accurately by monitoring the different time periods brands scandal overflow speed, and it can predict scandals network spillovers, compared with actual spillovers. The experimental results showed that GMDH has good value of prediction. The model has a higher value in prediction, can help enterprises to effectively monitor brand scandal overflow, and respond it with targeted.

Keywords

Brand scandal Spillover Proliferation of network public opinion GMDH autoregressive 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. 1.
    Rohini A, Unnava HR, Burnkrant E (2001) The moderating role of commitment on the spillover effect of marketing communications. Journal of Marketing Research 38(4):458–470Google Scholar
  2. 2.
    Peng L, Lu B (2009) Spillover effect study of product harm crisis on competing brands. Business Culture (9):132 (In Chinese)Google Scholar
  3. 3.
    Zhang N, Huang J, Zhou Z et al (2011) Extension negative spillover effects-the regulatory role of the mode of thinking brand. In: JMS Annual Conference of Chinese MarketingGoogle Scholar
  4. 4.
    Nicole L, Votolato H, Rao U (2006) Spillover of negative information on brand alliances. Journal of Consumer Psychology 16(2):196–202Google Scholar
  5. 5.
    He L,Wang H (2010) The perceived evaluation efects of brand scandals on the star spokesperson. Journal of Busniss Economics (3):72–29 (In Chinese)Google Scholar
  6. 6.
    Roehm ML, Tybout AM (2006) When will a brand scandal spill over, and how should competitors respond? Journal of Marketing Research 43(3):366–373Google Scholar
  7. 7.
    Cheng PT (2011) Spillover effect study of product harm crisis on competing brands. Huazhong Agricultural University, Wuhan (In Chinese)Google Scholar
  8. 8.
    Micael D, Fredrik L (2006) A disaster is contagious: How a brand in crisis affects other brands. Journal of Advertising Research 46(4):388–397Google Scholar
  9. 9.
    Yi Z, Ying Z, Kristiaan H (2011) Consumer learning in a turbulent market environment: Modeling consumer choice dynamics after a product-harm crisis. Jorunal of Marketing Research 4:255–267Google Scholar
  10. 10.
    Ma B, Zhang L, Li F et al (2010) The effects of product-harm crisis on brand performance. International Journal of Market Research 52(4):443–458Google Scholar
  11. 11.
    Duan G, Yu W (2012) Negligence and deliberate product harm crisis on brand portfolio purchase intention impact study — Consumers intermediary role of negative emotions. Modernization of Management (2):29–31 (In Chinese)Google Scholar
  12. 12.
    Duan G, Yu W (2012) Spillover of product crisis from subsidiary brand to main brand evaluation-the mediation role of consumer negative emotion. East China Economic Management (4):115–119 (In Chinese)Google Scholar
  13. 13.
    Niraj D, MadanM(2000) Impact of product-harm crisis on brand equity: The moderating role of consumer expectations. Journal of Marketing Research 37(2):215–226Google Scholar
  14. 14.
    Wang H, Tian Y, Hu J (2009) The negative spillover effect in brand alliance — based on the selective accessibility mechanism. In: JMS Annual Conference of Chinese MarketingGoogle Scholar
  15. 15.
    Zhuang A, Yu W (2011) An empirical study of the spillover effect of immorality brand publicity: The interaction of event type and need for cognition. Journal of Busniss Economics (10):60–67 (In Chinese)Google Scholar
  16. 16.
    Yu W, Zhuang A (2012) The brand negatively exposure event product-moral matrix and the spillover effect of the category and competitive brand. In: 2012 Conference of International Society of Chinese Management ResearchGoogle Scholar
  17. 17.
    Wei J, Zhou L, Zhao D (2011) Based on the the BASS model of crisis information diffusion mode. Systems Engineering 29(9):16–22Google Scholar
  18. 18.
    Tan G, Fang Y (2010) Network public opinion monitoring index system of public emergencies 49(3):66–70Google Scholar
  19. 19.
    Dai Y, Hao X, Guo Y et al (2010) Safety assessment index system of network public opinion in China construction. Information Network Security (4):12–15 (In Chinese)Google Scholar
  20. 20.
    Guo K, Shu X, Yuan H (2012) The network the public opinion hotspot information automatically discovery method. Computer Engineering 36(3):4–6Google Scholar
  21. 21.
    Li B, Wang J, Lin C (2010) Warning method based on intuitionistic fuzzy reasoning network public opinion. Application Research of Computers 27(9):3312–3315Google Scholar
  22. 22.
    Wang Z (2006) The enterprise crisis warning system for network environment. Information Science 24(12):1857–1861Google Scholar
  23. 23.
    Sun B, Dong J (2011) Analysis of major public crisis, the proliferation of network public opinion monitoring and law. Harbin Institute of Technology Journal 13(1):92–97Google Scholar
  24. 24.
    He C (2005) Self-organizing data mining and economic forecasts. Science Press, Beijing (In Chinese)Google Scholar
  25. 25.
    Teng Ge’er HY (2010) China GDP forecast model based on GMDH portfolio. Statistics and Decision (7):17–19 (In Chinese)Google Scholar
  26. 26.
    Lei J, Niraj D, Jos L (2008) Negative spillover in brand portfolios: Exploring the antecedents of asymmetric effects. Journal of Marketing 72(3):111–123Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2014

Authors and Affiliations

  1. 1.Business SchoolSichuan UniversityChengduPeople’s Republic of China

Personalised recommendations