Brand scandals spillover model based on the GMDH

Abstract

This paper collected the number of web pages to build the GMDH autoregressive model in order to study the 'Shuanghui clenbuterol' scandal spillover to competing brands 'Yurun'. The model can reflect the speed of scandal spillover through the network and how it changed accurately by monitoring the different time periods brands scandal overflow speed, and it can predict scandals network spillovers, compared with actual spillovers. The experimental results showed that GMDH has good value of prediction. The model has a higher value in prediction, can help enterprises to effectively monitor brand scandal overflow, and respond it with targeted. © Springer-Verlag Berlin Heidelberg 2014.