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| An Empirical Study of the Spillover Effect of Immorality Brand Publicity:The Interaction of Event Type and Need for Cognition |
| ZHUANG Ai ling1,YU Wei ping2 |
| 1. business school of sichuan university2. |
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Abstract Three types of negative brand publicity—product performance accident, corporate immorality, and morality-related performance failure---- are defined. Need for cognition is introduced as a moderate variable to study the different spillover effect between the two types of immorality brand publicity. Findings of natural experiment show: 1) for low NFC subjects, the spillover effect of morality-related performance failure on product category attitude and purchase intent of competing brand is stronger than corporate immorality events; but for high NFC subjects, there is no significant difference. And morality-related performance failure events have a greater effect on product category attitude and purchase intent of competing brand of low NFC subjects than on high NFC subjects; but no significant difference in the spillover effect of the corporate immorality publicity is found between low and high NFC subjects.
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Received: 24 May 2011
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Corresponding Authors:
ZHUANG Ai ling
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2011, Vol. 1 
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