产品危害事件对品牌资产变动的影响

Impact of Product-harm Crises on Brand Equity

本文采用达沃和皮洛特的分析框架和两项实验,探索了产品危害事件中公司反应和消费者先前预期是如何影响品牌资产变动的。结果发现,消费者对公司反应的解释取决于其先前预期:出现产品危害事件时,不管公司采用何种反应措施,强预期条件下较弱预期条件下造成的品牌资产损失小。

This paper explores how firms responses and consumers priorexpectations interact to influence impact of product-harm crises on brandequity, by using Dawar and Pillutlas research framework and twolaboratory experiments. The results indicate that consumers tend tointerpret firm responses on the basis of their prior expectations about thefirm. In the context of product-harm crises, strong consumer expectationslead to smaller loss of brand equity than weak prior consumer expectationsin all the cases of firm responses.