产品伤害危机中危机反应策略对品牌资产的影响——基于企业社会责任的视角

The Impact of the Crisis Response Strategies in Product-Harm Crisis on Brand Equity—Based on the Perspective of Corporate Social Responsibility

以可辩解型和不可辩解型两种产品伤害危机类型为基础,实验中使用虚拟品牌和真实品牌,分别通过三个研究从不同侧面比较全面地考察了危机反应策略对品牌资产的影响以及企业社会责任在产品伤害危机中的作用。研究证实,在产品伤害危机中,不同的企业社会责任信息和不同的危机反应策略对品牌资产的影响均存在显著差异。而且,企业社会责任信息和危机反应策略对品牌资产的影响存在交互效应。研究结果表明企业平时的社会责任行为是其为危机做的一种储蓄,企业社会责任能有效降低危机事件对品牌资产的伤害。该研究结论有助于企业找到有效的危机应对策略保护脆弱的品牌资产免受致命打击,并进一步推动企业主动履行社会责任。

Based on defensible and indefensible product-harm crisis, using a virtual brand and true brand in three studies, the paper thoroughly examines the impact of the crisis response strategies on brand equity and the role of corporate social responsibility in product-harm crisis. The paper confirms that in product-harm crisis the impact of different CSR information and response strategies on brand equity is significantly different. Moreover,interaction effects of CSR and response strategies exist. The paper shows that the routine CSR behavior is a kind of savings for the crisis. CSR can effectively reduce the damage of crisis to the brand equity. The findings help to find effective crisis response strategies to protect fragile brand equity from a fatal blow, and further encourage enterprises to take the initiative to fulfill their social responsibilities.