A Review Of The studies On Brand Crisis Based On The Perspective Of Consumer
Brand crisis is an important factor in reducing the value of a brand and threatening the corporate security. Therefore, it has been a widespread concern of entrepreneurs and researchers to reveal the causes and mechanisms of crisis evolution and to seek ways to avoid or reduce the serious impact of the crisis. Based on a comprehensive review of the research literatures relevant to brand crisis from a consumer perspective, this paper summed up the factors influencing consumer evaluation of brand in crises, and highlighted the latest research trends at home and abroad. Finally, limitations of previous studies were discussed about and further research prospects were provided as well.
brand crisis consumer evaluation review
WANG Xinyu YU Mingyang
Antai College of Economics & Management, Shanghai Jiao Tong University, Shanghai, China, 200052
国际会议
2010 International Conference on Management(2010管理国际大会)
上海
英文
273-280
2010-07-24（万方平台首次上网日期，不代表论文的发表时间）