产品伤害危机事件对品牌影响研究之再认识  

Re-examining the Influence of Product-harm Crisis on Brand

作　　者：范婷[1] 叶乃沂[1] 

机构地区：[1]西南交通大学经济管理学院,四川成都610031

出　　处：《西南交通大学学报（社会科学版）》2015年第3期99-106,共8页Journal of Southwest Jiaotong University(Social Sciences)

基　　金：中央高校基本科研业务费专项资金资助项目"突发产品伤害公共危机事件对企业品牌权益的影响研究"(2682013CX077)

摘　　要：品牌能够创造和提升企业价值,同时它又是一项异常脆弱的资产。现有研究表明,产品伤害危机事件是导致品牌价值下降的一个重要原因,因此,产品伤害危机事件是营销研究中的一个热点。近年来,产品伤害危机事件研究主要集中在产品伤害危机事件的应对策略、溢出效应和影响,其中,产品伤害危机事件的影响研究已成为研究重点,并朝着品牌影响研究的方向转移,且集中在企业商品出现伤害事件后对商品品牌的影响。但现有研究大多忽略了产品细分下的其他产品,尤其涉及到服务品牌、区域或城市品牌等更为复杂的产品品牌时,相关的产品伤害危机事件及影响的研究相当缺乏。因此,应通过对产品的细分来重新审视产品伤害危机事件对企业品牌的影响,尤其是审视产品细分下伤害危机事件之影响。Brand can create and enhance the value of enterprises. However, brand can also be an exceptionally vulnerable asset. As a hot topic in marketing researches, product-harm crisis is one of the leading causes of brand value decline. The recent studies on product-harm crisis concentrate mainly on the following three aspects： strategies in product-harm crisis management, the spillover effect of product- harm crisis, and the effects of product-harm crisis on marketing, among which the third one has become the focus of recent studies, especially its impact upon brands. From the recent papers on product-harm crisis＇ effects upon brand, it can be concluded that the existing studies on the influence of product-harm crisis upon brands concentrate mainly on how brands are affected when tangible commodities are causing potential harm to consumers. The existing researches have largely ignored other important characteristics of product, especially when it comes to complicated service brands and place/city brands. Therefore, it is believed that research on re-examining the segmented product-harm crisis＇ impact on brands is an area worth focusing on. And it is recommended that our attention should be paid to the direction of segmenting products to re-examine the influence of product-harm crisis on brands.

关 键 词：产品伤害危机事件 商品品牌 消费者权益 消费者行为 品牌管理 品牌忠诚 服务品牌 产品细分 

分 类 号：F273.2[经济管理—企业管理]