전 세계적으로 금융선진국을 비롯한 각 국가의 금융당국은 금융기관과 금융소 비자 간의 정보비대칭 완화 및 이를 통한 리스크관리를 위하여 금융기관이 참여하는 신용정 보 공유제도를 운영하고 있다. 본 연구는 한국에서 공유되고 있는 신용정보 중 사고정보를 대상으로 하여 실제로 공유중 인 신용정보 데이터를 분석하였다. 사고정보를 사고횟수, 사고기간, 사고금액의 세 종류로 구 분하여, 생존분석에서는 사고정보가 기업의 생존기간에 미치는 영향을 분석하였고, 이후 집 단 간 비교분석을 통해 업력 7년 이하의 창업기업과 그 외 기존기업 간에 존재하는 사고정보 양상 차이를 검증하였다. 총 449,579개 기업의 사고정보에 대한 정량적인 분석을 시행한 결과 생존분석에서 사고횟 수가 사고후생존기간과 정(+)의 상관관계를 보였는데 이는 사고횟수를 부정적인 요소로 판단하고 있는 금융기관의 현행 리스크정책에 반증적 성격을 갖는다. 또한, 집단 간 비교분석 에서는 창업기업의 사고양상이 기존기업보다 생존기간에 더 긍정적인 모습을 보이고 있음에 따라 창업기업의 특성을 고려한 신용정보 공유제도의 개선이 필요하다는 시사점을 도출할 수 있었다.

Whereas the interest in the area of corporate crises and crisis response strategies has been increasing during the last decades (e.g. Coombs, 2007; Dawar & Pillutla, 2000), little is known on the spillover effects that an organizational crisis can induce towards other firms within the same industry. Though over the years, a variety of reputational collapses of single companies have become memorable by causing whole industries to suffer. Following these considerations, the aim of this study is to extend prior research on corporate crises and crisis management by focusing on intra-industry spillover effects. We investigate the topic by means of an experiment taking as an example the sportswear industry. We randomly assigned participants interested in sports to a scenario with either a personally relevant scandal or a personally irrelevant one about one major sportswear brand. We then measured the corporate reputation, purchase intentions and willingness to recommend the brand for an overall of five sportswear companies as dependent variables. We find a significant negative spillover and reduction of corporate reputation and behavioral intentions for different sportswear brands and thereby distinguish between the unexplored effects of scandal relatedness to the customer. We are the first to investigate the degree of personal relevance of upcoming negative information, finding no significant influence on the strength of scandal spillover. Furthermore, we argue against existing literature and question the role of reputation as protective shield and buffer against negative spillover, finding especially companies with high corporate reputation to suffer from scandal spillover. In a next step, we employed three different response strategies, namely active, defensive and collective (Dawar & Pillutla 2000) in order to find the best spillover correction method for competing brands. Conversely, we found none of the three response strategies to be suitable spillover correction methods placing managers of spillover-affected companies into a blind alley.

Extant research has expansively studied the effect of celebrity endorsements on consumer choice and behavior (Amos, Holmes, and Strutton, 2008) and found celebrities to positively influence the endorsed brands. According to prior literature, three fundamental ties between endorser, consumer and product influence the effectiveness of celebrity endorsement, namely the endorser-product match-up, the consumer’s identification with the endorser and the consumer’s product category involvement. So far, these have been investigated predominantly in a positive endorser information context (Erdogan, 1999). However, the effect that negative information about the endorser hitting the spotlight has on the brand’s future and the role that these ties play in this context remain widely unknown. This research fills the gap by exploring the effect of negative information about an endorser on consumers’ attitude towards the ad, brand attitude, behavioral intentions and word of mouth. By further integrating the meaning transfer model, social influence theory, the match-up hypothesis and product-category involvement, this research offers deeper insights into the three essential ties between endorser, consumer and product. In an extensive main experiment, with two brands - Nike and Adidas - and 7 celebrity endorser the author finds that a strong fit between celebrity and product, high product-category involvement and high identification of consumer with the celebrity offer beneficial effects for consumer perceptions and intentions. However, when an endorser scandal becomes public, negated meanings get transferred to the brand, leading to less favorable attitudes towards the ad, brand attitudes, behavioral intentions and willingness to recommend the brand. This phenomenon is stronger in case of attitude towards the ad for high product involvement and low identification with the celebrity. Furthermore, a low identification with the celebrity also moderates a higher decrease in willingness to recommend the product in case of celebrity negative information. Thus, marketing managers should keep an eye especially on highly involved and low identified consumers in case of endorser scandals, as this immoral behavior can damage the endorsed brand image and hurt earlier ad expenditures.

인간의 적응적인 마음상태는 긍정적/부정적 사고의 상호작용에서 자기 고양적인 방향으로 편향된 비대칭성을 가정한다. 본 논문에서는 긍정적/부정적 인지, 정서의 균형에 대한 심리 수학적 모형인 SOM 모형을 감성판단 영역에 적용하여 보았다. ,iOM 모형은 개인이 긍정적, 부정적 감성의 이분법적 판단에 있어서 평균적으로 6B의 비율을 유지한다고 제안하며, 이러한 비율은 고대수학의 .6)0 ,.182의 황금분할비와 일치하는 것이다. 32명의 일반성인을 대상으로 한 분석결과, 긍정적/부정적 감성단어에 대한 자기 관련성 평정의 SOM 비율은 .62(SD=.On)로 나타났으며, 우연회상 과제수행의 SOM 비율은 .18(SD=.34)로 이론적 기준과 유사하게 나타났다. 또한 상관분석에서 개인의 10M 비율은 긍정적/부정적 감성단어에 대한 평정과도 유의미한 상관관계를 지니고 있는 것으로 나타났다. 이러한 결과를 바탕으로 인지적 균형비의 의미와 감성과학 분야의 적용 가능성에 대해 제안하였다.