基于危机关联度的品牌危机应对策略研究

Study on the Brand Crisis Response Strategy Based on Crisis Relevancy

基于对品牌危机关联度的不同分类,将品牌危机分为高关联度危机和低关联度危机,研究了不同危机类型下企业的最优应对策略。结果表明,对于高关联度品牌危机,道歉策略最优、辩解策略次之,否认策略最差;对于低关联度品牌危机,否认和辩解策略最优,道歉策略最差。感知企业责任在该过程中起中介作用。

By dividing brand crisis into high relevance and low relevance crisis, this p ap er studies on crisis response strategyof corporation on different kinds of crisis. The results show that for high relevance c ris is, apology is the best strategy, dim inishment on the seco n d , denial on the last. W hile for low relevance c ris is, dim inishm ent and denial are the b e s t, apology isthe last. Perceived corporation responsibility plays the m ediation role of the m ain effect.