THE IMPACT OF COMPETITIVE ENTERPRISES RESPONSE STATEMENTS ON SPILLOVER EFFECT IN THE CONTEXT OF CORPORATE VALUE RELATED NEGATIVE PUBLICITY
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บทคัดย่อ
In recent years, the frequent occurrence of corporate value related to negative publicity has not merely brought damage to enterprise crises, but the results in the negative spillover has damaged competitive enterprises. Based on the “accessibility-diagnosability” frame, this paper explores the impact of competitive enterprises’ response statements on spillover effects in the context of corporate value related to negative publicity. The study employs Chinese consumer samples and adopts experimental methods to test hypotheses. The research conclusions reveal that 1) The negative events of product quality triggered by corporate ethical and moral performance exert a negative impact on competitive enterprises. In comparison with the negative events of corporate morality, the negative events of product quality triggered by morality exert a greater negative impact on competitive enterprises. 2) After the negative events of quality due to morality occurred in crisis enterprises, the best response for competitive enterprises is to make the clarification response statement; while when moral negative events occur in crisis enterprises, the best response for competitive enterprises is to release a denial statement. The research conclusion contributes to deepening the theoretical understanding and practical guidance of crisis coping strategies of competitive enterprises from the spillover of value-oriented negative events of crisis enterprises to competitive enterprises.
Article Details
“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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