The Research on the Mechanism of Brand Crisis Management -Based on S-O-R Model

摘要：

Due to the information technology, especially network technology developing rapidly, making the enterprise information fully disclosed and spreading rapidly around the world possible, the slightest error possibly brings great problem. Of modern marketing, the brand becomes the most valuable asset of enterprises, but also the most vulnerable resources in the face of crisis, so how to manage the brand crisis for the corporation becomes a major challenge. This paper mainly studies the mechanism of corporate brand crisis management from the S-O-R model, and also builds the brand crisis management mechanism from three aspects—prevention, response and recovery.

作者: YE Zhanhui

作者单位: School of Business Administration, South China University of Technology, Guangzhou, P.R.China, 510640

会议类型: 国际会议

会议名称: 2011 International Conference on Strategic Management(2011年战略管理国际会议 ICSM)

会议地点: 成都

会议语种:英文

页码: 734-738

在线出版日期: 2011-09-24（万方平台首次上网日期，不代表论文的发表时间）