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产品伤害危机对品牌资产的影响研究综述

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摘要 产品伤害事件的发生,给消费者身心带来了严重损害,同时也给企业品牌经营带来重大影响。产品伤害危机会影响消费者对品牌的认知,进一步影响其态度,进而影响消费行为,从而对企业的品牌资产产生影响。因此,企业要合理应对产品伤害危机,对其进行行之有效的管理,维护企业品牌资产。
作者 彭亮 卢冰心
机构地区 武汉大学
出处 《中国市场》 2009年第27期20-21,共2页 China Market
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