互联网情境下品牌危机对企业绩效的影响

Impact of Brand Crisis on Enterprise Performance in Internet Context

品牌危机是学界和业界研究的热点话题。本文基于中国品牌百强中的29个代表性品牌,抓取其在2000—2020年的品牌危机报纸文章,采用扎根理论对文章文本进行分析。探索互联网情境下品牌危机对企业绩效的影响机理,研究发现:品牌危机对企业绩效存在正面或负面、长期或短期、直接或间接影响;公众情感与认知在品牌危机对企业绩效的影响中发挥桥梁作用;企业应对策略在品牌危机对企业绩效的影响中发挥调节作用。企业应当关注品牌危机给企业绩效带来的影响,并挖掘品牌危机中的价值。在应对品牌危机的过程中,企业应当慎重使用辩解策略。企业通过对品牌正负面信息进行监测和预测,可以避免发生重大的品牌危机事件。

Brand crisis is a hot topic in academia and industry research.Based on 29 representative brands among China's top 100 brands,this study captures their newspaper articles on brand crisis from 2000 to 2020,and uses grounded theory to analyze the text of the articles.To explore the influence mechanism of brand crisis on enterprise performance under the Internet situation,it is found that brand crisis has a positive or negative,long-term or short-term,direct or indirect impact on enterprise performance.Public emotion and cognition play a bridge role in the impact of brand crisis on enterprise performance;enterprise coping strategies play a regulatory role in the impact of brand crisis on enterprise performance.Enterprises should pay attention to the impact of brand crisis on enterprise performance and explore the value in brand crisis.In the process of coping with the brand crisis,enterprises should carefully use the defense strategy.By monitoring and predicting the positive and negative brand information,major brand crisis events can be avoided.