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Influence of entrepreneurs’ negative behavior on corporate image: Mediated by consumer psychological reasoning strategies

  • 1.

    School of Management, University of Science and Technology of China, Hefei 230026,China

  • 2.

    School of Management and Engineering, Anhui Polytechnic University, Wuhu 24100,China

Cite this:
https://doi.org/10.3969/j.issn.0253-2778.2020.02.015
  • Received Date: 15 December 2018
  • Accepted Date: 12 September 2019
  • Rev Recd Date: 12 September 2019
  • Publish Date: 28 February 2020
    Abstract

  • Abstract

    A mediation mechanism of consumer psychological reasoning strategies was proposed, which elucidate the influence of entrepreneurs’ negative behavior on corporate image. The negative behavior was classified as feeling-hurting behavior and law-violating behavior, and their influences were presented under the mediation paths of three kinds of consumer psychological reasoning strategies (separation, rationalization, and combination). Through the scenario simulation and questionnaire, 564 samples were collected for analysis. The results show that separation and combination play a partial mediating role in the relationship between severity of the negative behavior of entrepreneurs and corporate image. Meanwhile, the type of the negative behavior has moderate effects on the relationships between severity of negative behavior and the psychological reasoning strategies.

    Abstract

    A mediation mechanism of consumer psychological reasoning strategies was proposed, which elucidate the influence of entrepreneurs’ negative behavior on corporate image. The negative behavior was classified as feeling-hurting behavior and law-violating behavior, and their influences were presented under the mediation paths of three kinds of consumer psychological reasoning strategies (separation, rationalization, and combination). Through the scenario simulation and questionnaire, 564 samples were collected for analysis. The results show that separation and combination play a partial mediating role in the relationship between severity of the negative behavior of entrepreneurs and corporate image. Meanwhile, the type of the negative behavior has moderate effects on the relationships between severity of negative behavior and the psychological reasoning strategies.
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    • References(34)
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    [2]
    NGUYEN N. The collective impact of service workers and servicescape on the corporate image formation[J]. International Journal of Hospitality Management, 2006, 25(2): 227-244.
    [3]
    何志毅，王广富. 企业家形象与企业品牌形象的关系[J]. 经济管理, 2005(7): 47-50.
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    PINCUS J D, RAYFIELD R E, DEBONIS J N. Transforming CEOs into chief communications officers[J]. Public Relations Journal, 1991, 47(11): 22-27.
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    WHITE D W, GODDARD L, WILBUR N. The effects of negative information transference in the celebrity endorsement relationship[J]. International Journal of Retail & Distribution Management, 2009, 37(4): 322-335.
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    李惠璠,罗海成,姚唐. 企业形象对顾客态度忠诚与行为忠诚的影响模型——来自零售银行业的证据[J]. 管理评论, 2012, 24(6): 88-97.
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    朱丽娅,王新刚,雍少宏. 消费者视角下企业家形象研究述评与展望[J]. 商业时代, 2014(6): 102-103.
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    THOMSON M, MACINNIS D J, PARK C W. The ties that bind: Measuring the strength of consumers’ emotional attachments to brands[J]. Journal of Consumer Psychology, 2005, 15(1): 77-91.
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    彭志红. 消费者对企业家负面曝光事件的评价机制及企业家应对策略的研究[D]. 武汉：武汉大学,2014.
    [20]
    D’ASTOUS A, CARRILLAT F A. Power imbalance issues in athlete sponsorship versus endorsement in the context of a scandal[J]. European Journal of Marketing, 2014, 48: 1070-1091.
    [21]
    LOHNEISS A, HILL B. The impact of processing athlete transgressions on brand image and purchase intent[J]. European Sport Management Quarterly, 2014, 14(2): 171-193.
    [22]
    DITTO P H, PIZARRO D A, TANNENBAUM D. Motivated moral reasoning[J]. Psychology of Learning and Motivation, 2009, 50: 307-338.
    [23]
    KUNDA Z. The case formotivated reasoning[J]. Psychological Bulletin, 1990, 108(3): 480-498.
    [24]
    王良燕,韩冰,黄夏晶,等. 道德推理过程与品牌危机类型对消费意愿的影响研究[J]. 上海管理科学, 2015, 37(5): 44-50.
    WANG Liangyan, HAN Bing, HUANG Xiajing, et al. Research on the impact of reasoning process and brand crisis types on consumption intent[J]. Shanghai Management Science, 2015, 37(5): 44-50.
    [25]
    LEEJ S, KWAK D H, BRAUNSTEIN-MINKOVE J R. Coping with athlete endorsers’ immoral behavior: Roles of athlete identification and moral emotions on moral reasoning strategies[J]. Journal of Sport Management, 2016, 30(2): 176-191.
    [26]
    LEE J S, KWAK D H, MOORE D. Athletes’ transgressions and sponsor evaluations: A focus on consumers’ moral reasoning strategies[J]. Journal of Sport Management, 2015, 29(6): 672-687.
    [27]
    TSANG J A. Moral rationalization and the integration of situational factors and psychological processes in immoral behavior[J]. Review of General Psychology, 2002, 6(1): 25-50.
    [28]
    BHATTACHARJEE A, BERMAN J Z, REED Ⅱ A. Tip of the hat, wag of the finger: How moral decoupling enables consumers to admire and admonish[J]. Journal of Consumer Research, 2013, 39(6): 1167-1184.
    [29]
    LAROCHE M, SADOKIERSKI R. Role of confidence in a multi-brand model of intentions for a high-involvement service[J]. Journal of Business Research, 2004, 29(1): 1-12.
    [30]
    范忠信.情理法与中国人[M]. 北京：北京大学出版社,2011.
    [31]
    张少卿，赵明. 代言明星负面行为对品牌态度的影响研究——基于感知道德评价的视角[J]. 北京社会科学, 2016(9): 91-98.
    ZHANG Shaoqing, ZHAO Ming. The influence on brand attitude of the negative behavior of star endorsement: From the perspective of moral evaluation[J].Social Science of Beijing, 2016(9): 91-98.
    [32]
    MAXHAMⅢ J G , NETEMEYER R G. A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts[J]. Journal of Marketing, 2002, 66(4): 57-71.
    [33]
    BANDURA A,BARBARANELLI C, CAPRARA G V, et al. Mechanisms of moral disengagement in the exercise of moral agency[J]. Journal of Personality and Social Psychology, 1996, 71(2): 364-374.
    [34]
    ZHOU L, WHITLA P. How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation[J]. Journal of Business Research, 2013, 66(8): 1013-1020.)
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    [1]
    MAZUR Z, KUBIAK J, VILLELA A, et al. Gas turbine rotor straightening: Case history[R]. Chicago, IL: Illinois Inst of Tech, 1999.
    [2]
    NGUYEN N. The collective impact of service workers and servicescape on the corporate image formation[J]. International Journal of Hospitality Management, 2006, 25(2): 227-244.
    [3]
    何志毅，王广富. 企业家形象与企业品牌形象的关系[J]. 经济管理, 2005(7): 47-50.
    [4]
    PINCUS J D, RAYFIELD R E, DEBONIS J N. Transforming CEOs into chief communications officers[J]. Public Relations Journal, 1991, 47(11): 22-27.
    [5]
    PLUMMER J L. Is the value of a firm the upper limit of future lost profits in business litigation?[J]. Business Valuation Review, 1995, 14(4): 161-173.
    [6]
    MIZERSKI R W. An attribution explanation of the disproportionate influence of unfavorable information[J]. Journal of Consumer Research, 1982, 9(3): 301-310.
    [7]
    WHITE D W, GODDARD L, WILBUR N. The effects of negative information transference in the celebrity endorsement relationship[J]. International Journal of Retail & Distribution Management, 2009, 37(4): 322-335.
    [8]
    BROMLEY D B. Reputation, Image and Impression Management[M]. Oxford, England: John Wiley, 1993.
    [9]
    黄静, 王新刚,张司飞,等. 企业家违情与违法行为对品牌形象的影响[J]. 管理世界, 2010(5):96-107,188.
    HUANG Jing, WANG Xingang, ZHANG Sifei, et al. The effect of entrepreneurs’ feeling-hurting and their law-violating behaviors on the brand image[J]. Management World, 2010(5): 96-107,188.
    [10]
    VIINIKAINEN J, HEINECKB G, BCKERMAN P, et al. Born entrepreneurs? Adolescents’ personality characteristics and entrepreneurship in adulthood[J]. Journal of Business Venturing Insights, 2017, 8: 9-12.
    [11]
    VOTOLA N L, UNNAVA H R. Spillover of negative information on brand alliances[J]. Journal of Consumer Psychology, 2006, 16(2): 196-202.
    [12]
    SOHN Y, LARISCY R W. A “buffer” or “boomerang?”: The role of corporate reputation in bad times[J]. Communication Research, 2015, 42(2): 237-259.
    [13]
    BIEL A L. How brand image drives brand equity[J]. Journal of Advertising Research, 1992, 32(6):RC-6-RC-12.
    [14]
    BHATTACHARYA C B, SEN S. Consumer-company identification: A framework for understanding consumers’ relationships with companies[J]. Journal of Marketing, 2003, 67(2): 76-88.
    [15]
    李惠璠,罗海成,姚唐. 企业形象对顾客态度忠诚与行为忠诚的影响模型——来自零售银行业的证据[J]. 管理评论, 2012, 24(6): 88-97.
    LI Huifan, LUO Haicheng, YAO Tang.The impact of corporate image on customer attitudinal loyalty and behavioral loyalty：Evidence from China’s retail banking industry[J]. Management Review, 2012, 24(6): 88-97.
    [16]
    陈晓东. 企业家形象、企业形象、产品形象探微[J]. 苏州大学学报(哲学社会科学版), 2001(1): 50-55.
    CHEN Xiaodong.On entrepreneurs’ image, corporate image and product image[J].Academic Journal of Suzhou University (Philosophy and Social Sciences), 2001(1): 50-55.
    [17]
    朱丽娅,王新刚,雍少宏. 消费者视角下企业家形象研究述评与展望[J]. 商业时代, 2014(6): 102-103.
    [18]
    THOMSON M, MACINNIS D J, PARK C W. The ties that bind: Measuring the strength of consumers’ emotional attachments to brands[J]. Journal of Consumer Psychology, 2005, 15(1): 77-91.
    [19]
    彭志红. 消费者对企业家负面曝光事件的评价机制及企业家应对策略的研究[D]. 武汉：武汉大学,2014.
    [20]
    D’ASTOUS A, CARRILLAT F A. Power imbalance issues in athlete sponsorship versus endorsement in the context of a scandal[J]. European Journal of Marketing, 2014, 48: 1070-1091.
    [21]
    LOHNEISS A, HILL B. The impact of processing athlete transgressions on brand image and purchase intent[J]. European Sport Management Quarterly, 2014, 14(2): 171-193.
    [22]
    DITTO P H, PIZARRO D A, TANNENBAUM D. Motivated moral reasoning[J]. Psychology of Learning and Motivation, 2009, 50: 307-338.
    [23]
    KUNDA Z. The case formotivated reasoning[J]. Psychological Bulletin, 1990, 108(3): 480-498.
    [24]
    王良燕,韩冰,黄夏晶,等. 道德推理过程与品牌危机类型对消费意愿的影响研究[J]. 上海管理科学, 2015, 37(5): 44-50.
    WANG Liangyan, HAN Bing, HUANG Xiajing, et al. Research on the impact of reasoning process and brand crisis types on consumption intent[J]. Shanghai Management Science, 2015, 37(5): 44-50.
    [25]
    LEEJ S, KWAK D H, BRAUNSTEIN-MINKOVE J R. Coping with athlete endorsers’ immoral behavior: Roles of athlete identification and moral emotions on moral reasoning strategies[J]. Journal of Sport Management, 2016, 30(2): 176-191.
    [26]
    LEE J S, KWAK D H, MOORE D. Athletes’ transgressions and sponsor evaluations: A focus on consumers’ moral reasoning strategies[J]. Journal of Sport Management, 2015, 29(6): 672-687.
    [27]
    TSANG J A. Moral rationalization and the integration of situational factors and psychological processes in immoral behavior[J]. Review of General Psychology, 2002, 6(1): 25-50.
    [28]
    BHATTACHARJEE A, BERMAN J Z, REED Ⅱ A. Tip of the hat, wag of the finger: How moral decoupling enables consumers to admire and admonish[J]. Journal of Consumer Research, 2013, 39(6): 1167-1184.
    [29]
    LAROCHE M, SADOKIERSKI R. Role of confidence in a multi-brand model of intentions for a high-involvement service[J]. Journal of Business Research, 2004, 29(1): 1-12.
    [30]
    范忠信.情理法与中国人[M]. 北京：北京大学出版社,2011.
    [31]
    张少卿，赵明. 代言明星负面行为对品牌态度的影响研究——基于感知道德评价的视角[J]. 北京社会科学, 2016(9): 91-98.
    ZHANG Shaoqing, ZHAO Ming. The influence on brand attitude of the negative behavior of star endorsement: From the perspective of moral evaluation[J].Social Science of Beijing, 2016(9): 91-98.
    [32]
    MAXHAMⅢ J G , NETEMEYER R G. A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts[J]. Journal of Marketing, 2002, 66(4): 57-71.
    [33]
    BANDURA A,BARBARANELLI C, CAPRARA G V, et al. Mechanisms of moral disengagement in the exercise of moral agency[J]. Journal of Personality and Social Psychology, 1996, 71(2): 364-374.
    [34]
    ZHOU L, WHITLA P. How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation[J]. Journal of Business Research, 2013, 66(8): 1013-1020.)
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