一直以来，溢出效应就是品牌丑闻领域实践关注和理论研究的热点话题。然而，结合营销实践现象，寻找理论解释，发现以往学者对溢出效应的研究主体偏同质化而非异质化、发生层面最高为行业而非国家、影响因素偏微观而非宏观、发生方向偏同化而非对比效应，应对治理偏治标而非治本。基于此，文章从跨国非对称视角，结合国家形象构成要素，指出品牌丑闻跨国非对称溢出效应研究为未来方向。研究结论不仅将成为品牌丑闻溢出效应理论研究道路上的垫脚石，而且也将为企业在国际市场上品牌丑闻溢出效应的治理提供参考和指导。%All along, the spillover effect of brand scandal is a hot topic in the field of practice attention and theoretical research. However, combining with the phenomenon of marketing practice, exploring the theoretical explanation, we find that the previous scholars ’research on the spillover effect: the subjects are homogenization and not heterogeneity, the highest spillover level is the industry rather than the country, the influencing factors are micro and not macro, the spillover direction is mainly assimilation and not contrast effect, the gover⁃nance mainly focuses on symptoms rather than essence. Based on this, from the cross-country asymmetric perspective, combining with the elements of the country image, we point out that the future research direction is the cross-country asymmetric spillover effect of brand scandal. The conclusions of the study will not only become a stepping stone on the research direction of brand scandal spillover effect theo⁃ry, but also provide reference and guidance for enterprises to govern brand scandal spillover effect in the international market.
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