The Evolution of Brand Crisis based on Brand Relationship

摘要：

The previous studies about the evolution of brand crisis are mainly based on enterprise management perspective. This paper tries to study the evolution of brand crisis on the perspective of brand relationship. On the basis of literature study, brand crisis cycle is divided into three stages: Latency, Outbreak and Recovery. Collecting datas through experimental method, the paper concludes the following conclusions: firstly, Outbreak has the lowest commitment / relevance degree and belonging / attention degree in the evolution; secondly, there is no difference in trust / respect degree between Recovery and Outbreak; lastly, association / recognition degree doesnt change significantly in brand crisis cycle. Based on the above results, the paper gives some suggestions on how to deal with brand crisis in various stages of the evolution.

关键词： Brand crisis Brand relationship Brand relationship quality Evolution of brand crisis

作者: YI Dan

作者单位: Management School, Jinan University, P.R.China, 510632

会议类型: 国际会议

会议名称: 2011 China Located International Conference on Information Systems for Crisis Response and Management(第五届危机响应与管理信息系统中国区国际大会 ISCRAM-China 2011)

会议地点: 哈尔滨

会议语种:英文

页码: 316-320

在线出版日期: 2011-11-24（万方平台首次上网日期，不代表论文的发表时间）