产品伤害危机处理过程消费者信任对品牌资产影响的实证分析  

The Empirical Analysing on the Consumers Confidence Impacting Brand Equity in the Products Harmed Crisis Managing Process

作　　者：刘接忠[1] 

机构地区：[1]江西财经大学现代经济管理学院,南昌330032

出　　处：《价值工程》2009年第8期129-132,共4页Value Engineering

摘　　要：产品伤害危机处理,是现代企业必须正视的课题。无论是大型企业还是小型企业,在发展的过程中可谓是危机四伏,必须采取有利的预防措施与消除策略。企业采取的伤害危机处理方式在于能否取得消费者的信任;消费者对于企业危机处理信任与否,会影响到企业产品品牌资产的评价。Product harm crisis management is a modern enterprise must address the issue. Whether large enterprises or small businesses in the course of development can be dangerous,we must take advantage of preventive measures and the elimination of strategy ,corporate crisis management taken by way of harm to consumers can trust ,of course ,crisis management for enterprise customers whether or not to trust their products will affect the evaluation of brand equity.

关 键 词：产品伤害危机 品牌资产 信度分析 相关关系 

分 类 号：F273.2[经济管理—企业管理] F014.5[经济管理—国民经济]