产品伤害危机对品牌资产影响的实证研究

Empirical Study on the Impact of Product-Harm Crises on Brand Equity

通过271份样本的实验,考察了产品伤害危机对品牌资产的影响。证实了品牌资产由品牌知晓、品牌联想、感知质量、品牌态度和品牌忠诚五个维度构成的假设。产品伤害危机对品牌资产中的感知质量、品牌态度、品牌忠诚有显著的负面影响,对品牌知晓、品牌联想没有显著影响。产品伤害危机中,企业不同的反应策略对品牌资产有不同的影响。采取明确肯定的反应策略给品牌态度造成的损失最小,采取明确否定的反应策略给感知质量和品牌忠诚造成的损失最小。

In this paper, 271 samples had been tested to study the impact of product-harm crises on the brand equity. Empirical research testified the hypothesis that the brand equity was constituted by five dimensions： brand awareness, brand association, perceived quality, brand attitude and brand loyalty. Product-harm crises had a significant negative impact on perceived quality, brand attitude, brand loyalty and had no significant impact on the brand awareness, brand association. In the product-harm crises, different response strategies had different impact on brand equity. If a clear confirmation response was taken, the losses caused by brand attitude were the smallest. If a clear disconfirmation response was taken, the losses caused by perceived quality and brand loyalty were the smallest.