产品伤害危机管理对品牌声誉与品牌忠诚关系的影响研究  

The Research on the Affect of Product-harm Crisis Management upon the Relation between Brand Reputation and Brand Loyalty

作　　者：李国峰[1] 邹鹏[1] 陈涛[1] 

机构地区：[1]哈尔滨工业大学管理学院,黑龙江哈尔滨150001

出　　处：《中国软科学》2008年第1期108-115,134,共9页China Soft Science

基　　金：国家自然科学基金资助项目(70501009)

摘　　要：准确评估产品伤害危机对消费者购买行为造成的影响是企业正确管理危机的前提。现有研究多数是把消费者作为无差别的整体来研究,本研究根据品牌和客户购买决策的差异把客户分类,把消费者购买的决策过程和购买后行为提炼为品牌声誉和品牌忠诚,比较危机管理过程中消费者行为的变化,评估和剖析危机管理对消费者的影响。the product - harm crisis management affects consumers＇ purchasing behavior, it is important for enterprise to evaluate the effect and understand the evolution. Most of the existing researches hypothesis that all consumers have the non - differential purchasing behavior; it is unacceptable for diverse personality in real marketing field. The paper segments the customers by the difference of brand and consumers＇ decision on the base of Engle＇ s model, evaluates and analyzes the affect of product - harm crisis to the relation between brand reputation and brand loyalty.

关 键 词：产品伤害危机管理 消费者行为 品牌声誉 品牌忠诚 

分 类 号：F272.3[经济管理—企业管理]