负面事件修复策略对品牌资产的影响

The Research on the Effect of Repair Strategy on Brand Equity in Negative Publicity

近年来,类似于三聚氰胺毒奶粉的负面事件频发。负面事件发生后,如何修复它所造成的不利影响,成为企业关注的热点问题。本文将修复策略划分为情感性修复、信息性修复、纠正性修复三大类,基于公平理论,以品牌资产为因变量,构建概念模型,展开实证研究。研究结果发现情感性修复和信息性修复正向影响感知交互公平,信息性修复正向影响感知过程公平和感知交互公平,纠正性修复正向影响感知分配公平,交互公平和分配公平正向影响修复满意度,修复满意度正向影响品牌资产。

In recent years,there are so many negative publicities existing.How to repair the negative effects of these negative publicities is becoming the focus attracting more attention from the enterprises.The repair strategy can be classified as the affective,informational and corrective repair;based on equity theory and taking brand equity as the dependent variable,the authors propose a model of the effects on brand equity.It shows that：（1） Affective repair strategy has significantly influence on perceived interactional justice,informational repair strategy has significantly influence on perceived procedural justice and perceived interactional justice,and corrective repair strategy has significantly influence on perceived distributive justice;（2） perceived interactional justice and perceived distributive justice has significantly influence on satisfaction with repair strategy;（3） satisfaction with repair strategy has significantly influence on brand equity.