品牌危机水平对企业绩效的影响--基于中国品牌100强的危机报道的面板分析

The Effects of Brand Crisis Level on Enterprise Performance--A Panel Analysis Based on Crises Reports of Top 100 Chinese Brands

品牌危机是当今社会关注的热点问题,对企业绩效具有重要影响。借鉴已往研究中危机数量与影响程度的概念,本文提出品牌危机水平的概念,并基于品牌危机中的品牌、危机事件和时间等因素,对品牌危机水平加以测量。在此基础上,利用实证分析方法探索品牌危机水平对企业绩效的影响机制,重点考察品牌危机类型在这一影响机制中的调节作用。实证结果表明,品牌危机水平对企业绩效存在负面作用,功能型和行业型品牌危机比例对此效应存在强化作用,道德型、个体型和可辩解型品牌危机比例对此效应存在弱化作用。

Brand crisis is a hot issue in today’s society,which has an important impact on enterprise performance.This paper drew on the concept of the crisis number and crisis severity in the previous study to put forward the concept of the brand crisis level,and measured it based on the factors rooted in the brand,crisis events and time.On this basis,this paper used the empirical analysis method to explore the impact mechanism of the brand crisis level on the enterprise performance,and focused on the role of the brand crisis type in this influence mechanism.The results confirmed the negative effect of the brand crisis level.In addition,the proportion of the performance-based and industry-based brand crisis has a reinforcing effect,and the proportion of the moral-based,individual-based and defensible brand crisis has a weakening effect.