Hot Spots and Trends of Spillover Effects of Brand Scandals: Visual Analysis Based on Citespace

摘要

In recent years, due to the increasingly strict regulations and the increasing sensitivity of the media, brand scandals have broken out more and more frequently. Not only will it bring serious consequences to the focus brand, but it may also affect the image of alliance brands, competing brands, the industry and even the country, resulting in spillover effects. Therefore, it is necessary to conduct in-depth research on the spillover effects of brand scandals and related theories. On the basis of summarizing the existing domestic and foreign literature, this paper sorts out the concept and classification of the spillover effects of brand scandals, conducts a Citespace visual analysis hotspot analysis of foreign literature, and points out the future research direction.