| 基于危机关联度的品牌危机应对策略研究 |
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| 引用本文： | 单从文,余明阳.基于危机关联度的品牌危机应对策略研究[J].软科学,2016(8):97-100. |
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| 作者姓名： | 单从文 余明阳 |
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| 作者单位： | 上海交通大学安泰经济与管理学院,上海,200030 |
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| 摘 要： | 基于对品牌危机关联度的不同分类,将品牌危机分为高关联度危机和低关联度危机,研究了不同危机类型下企业的最优应对策略。结果表明,对于高关联度品牌危机,道歉策略最优、辩解策略次之,否认策略最差;对于低关联度品牌危机,否认和辩解策略最优,道歉策略最差。感知企业责任在该过程中起中介作用。
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| 关 键 词： | 品牌危机 危机关联度 危机应对策略 |
Study on the Brand Crisis Response Strategy Based on Crisis Relevancy |
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| Abstract: | By dividing brand crisis into high relevance and low relevance crisis,this paper studies on crisis response strategy of corporation on different kinds of crisis. The results show that for high relevance crisis,apology is the best strategy,dimin-ishment on the second,denial on the last. While for low relevance crisis,diminishment and denial are the best,apology is the last. Perceived corporation responsibility plays the mediation role of the main effect. |
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| Keywords: | brand crisis crisis relevancy crisis response strategy |
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