品牌危机与品牌绩效——基于扎根理论的质性研究探索

Brand Crises and Brand Performance:Qualitative Study Based on Grounded Theory

近年来随着品牌危机的不断涌现,品牌危机已经成为时下非常热门的话题,尤其在互联网情境下,品牌危机类型更加多元,形式更加复杂。众所周知,企业和消费者是品牌危机中两个最重要的利益相关者,两者的行为也深刻影响着企业的品牌绩效。为了探索这种影响,从关联度视角出发,基于报刊文章,采用扎根理论将品牌危机划分为高关联度品牌危机(产品/服务伤害型和理念伤害型)和低关联度品牌危机(道德型和环境型)。在此基础之上,构建品牌危机对品牌绩效影响的理论模型。实证分析发现,产品/服务伤害型品牌危机和道德型品牌危机对品牌绩效存在负面影响。与此同时,企业回应(速度、态度和程度)对主效应起到调节作用,公众不认可度对主效应起到中介作用。研究系统地界定了品牌危机关联度,刻画品牌危机的影响机理,具有一定的开创性,也为后期研究提供了参考。

With the constant emergence of brand crises,brand crises have become hot topics in our daily life.Especially in the Internet circumstance,brand crises have become more diverse and complex.As is known to us all,companies and consumers are two key stakeholders in brand crises.Their responses and behaviors significantly affect companies′brand performance.In order to explore the effect,we used data from articles of newspapers.Based on grounded theory,the brand crises were classified into two types:high-relevance brand crises(product-/service-harm and idea-harm)and low-relevance brand crises(ethical and environmental).Furthermore,the theory model was constructed to illuminate the influence of brand crises on brand performance.Based on the empirical analysis,we found that the product-/service-harm brand crises and ethical brand crises have significant and negative influences on brand performance.These effects are moderated by company response(speed,attitude,degree)and mediated by consumer disapproval.The study initially shed light on the brand crises relevance,and unfolded the mechanism for its effects,providing valuable insights for future study.