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| The Impact of Product Harm Crisis Attributes on the Horizontal Spillover Effect:The Moderating Effect of Product Similarity and Corporate Reputation |
| FAN Baocai1,YANG Yang1,LI Wei1 |
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Abstract The product harm crisis not only reduces the sale of crisis products, but is also likely to cause negative impact on non-crisis products, and lead to a horizontal spillover effect. Based on literature analysis it is proposed that the harmfulness, accountability, immorality, default and contingency are the important attributes of product harm crisis. This study explores their impact on the horizontal spillover effect, and finds that corporate reputation and product similarity are the two major moderator variables. The empirical results show that product harm crisis with high harmfulness, immorality and accountability might lead to horizontal spillover effect more easily; meanwhile, corporate reputation and product similarity only partially moderate the impact of product harm crisis on the horizontal spillover effect, and their two-fold moderating effect is significant.
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Received: 03 July 2014
Published: 17 November 2014
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Corresponding Authors:
YANG Yang
E-mail: 371687937@qq.com
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2014, Vol. 
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