The Study On The Spillover Effect Of The Brand Which Competes With It Cased By The Quality Crisis Of The Work In The Entertainment Industry

The development of entertainment industry in China has become more and more prosperous with a growing number of consumers seeking to enrich the spiritual and cultural life now. At the same time, a variety of brand crisis events have been frequently exposed.Trust evaluation of brands in the entertainment industry is getting lower and lower because of the crisis events which leads to some brands getting into trouble and even death. Danger is the next neighbor to security. Crisis events not only bring a huge loss to the brand, but also cause other brands which compete with them to be affected. The negative spillover effect is produced and influences the development of the entire industry.This study summarizes three types of crisisthrough classifying crisis events in the entertainment industry. Three hypotheses are put forward based on the research on the negative spillover effect of the brand which competes with itin view of brand crisis because of the quality. And questionnaires were designed and handed out according to the simulation of multiple virtual scenes based on the real reality show. Data processing and analysis of questionnaires were carried out by the software called SPSS 23.0 and whether the hypothesis was established was tested.The following conclusions can be draw from this research:(1) In the entertainment industry, the quality crisis can bring the negative spillover effect to the brand which competes with it no matter it is a strong brand or a weak brand. The quality crisis of strong brands produces bigger negative spillover effects on the brands which compete with them.(2) Negative spillover effects on the brands which compete with them will be adjusted by reviews on the brands when quality crisis of the brand happens. Negative spillover effects will be different along with the positive and negative direction of comments. Positive comments will reduce the negative spillover effect, and negative comments will enhance the negative spillover effect. However, effects on strong brands are more obvious no matter it is positive or negative.The study on the negative spillover effect of the brand which competes with it caused by the quality crisis of invisible commodities in the entertainment industry promotes the research on the classification of crisis in the entertainment industry. On the other hand, it also promotes the research on the spillover effect in the entertainment industry. At the same time, it also provides some materials for the further research in this area.In addition, this dissertation provides a reference for the development of relevant brands in the entertainment industry. The result can also urge the brand to ensure the quality, expand information channels, keep the flow of information, make use of reviews or other information to influence consumption decision and expand business ideas of entertainment brands.