Brand Scandals Spillover Model Based on the GMDH

  • Yufeng Yang
  • Weiping Yu
Conference paper
Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 241)


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.


Brand scandal Spillover Proliferation of network public opinion GMDH autoregressive 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2014

Authors and Affiliations

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

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