企业应对品牌丑闻策略与消费者的道德判断

The Impact of Crisis Response on Consumer's Moral Judgment after Brand Scandal

如何恰当的处理品牌丑闻一直以来是学术界关注的问题,前人多关注于物理伤害或者经济伤害,鲜有关注道德伤害,即企业应对策略对消费者道德判断的影响.文章发现道德判断在品牌丑闻对购买意愿的影响中起中介作用,且品牌丑闻类型不同,企业采取的应对策略也不同.具体而言,在面对可辩解型品牌丑闻时,企业应采取辩解策略;在面对不可辩解策略时,企业应采取和解策略.本文研究结论有助于企业更恰当的应对品牌丑闻.

How to properly handle the brand scandal has always been a matter of concern to academia.Much attention has been paid to physical damage or economic harm.But there is little concern about moral damage,that is,the impact of corporate crisis response strategies on consumer moral judgment.The article finds that moral judgment plays a mediating role in the influence of brand scandal on the purchase intention.And the type of brand scandal is different,the enterprise taking the crisis response strategies is also different.Specifically,in the face of defensible brand scandal,companies should take a defense strategy;In the face of an unforgivable strategy,companies should adopt a reconciliation strategy.The conclusions of this paper will help enterprises to deal with brand scandals appropriately.