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Research on Product Harm Crisis Attributes Influence on Horizontal Spillover Effect – The Moderating Effects of Product Similarity and Corporate Reputation

Product harm crisis will not only reduce the sales of defective products, may also form a spillover effect. The spillover effect is a frontier of product crisis harm. From the perspective of product harm crisis attribute, this paper studies the effect of product harm crisis attributes on horizontal spillover effects and differences, and explores the effect of corporate reputation in the process of horizontal spillover. Through the experimental study, the effects of product harm crisis attributes on horizontal spillover effects are explored. It is found that harmfulness, responsibility, no virtue significantly affect the horizontal spillover effects. Breach of contract and frequent on horizontal spillover effects did not affect.