产品伤害危机中修复策略适配性对品牌形象评价的影响——时间距离与企业声誉的调节作用

发布时间：2018-10-05 07:51

【摘要】：产品伤害危机中品牌形象的修复是危机企业面临的一个重大课题。本文通过现场实验研究了修复策略适配性对企业品牌形象评价的影响,结果表明:(1)在可辩解型产品伤害危机中,辩解为最优适配策略,在无法判断危机类型及不可辩解型中,和解为最佳适配策略;(2)企业声誉在修复策略适配性对修复效果的影响中起到调节作用,在可辩解型中,高声誉企业修复策略适配性对修复效果的影响差异较小,低声誉企业则较大,但在不可辩解型中,其调节作用相反;(3)时间距离在可辩解型危机中调节效应亦显著,危机发生时,策略适配性对修复效果的影响有显著差异,但三个月后不再显著,而在不可辩解型中时间距离的调节效应不明显;(4)在不可辩解型中,相对于低声誉企业而言,高声誉企业修复策略的适配性越差,受时间距离的影响越大,形象恢复越慢,并确定了声誉对企业的保护边界。以上发现进一步推进了产品伤害危机领域的理论研究,为企业选择合适的策略修复品牌形象提供了借鉴和参考。
[Abstract]:The restoration of brand image in the crisis of product injury is an important task facing the crisis enterprises. In this paper, the effect of the adaptation of repair strategy on brand image evaluation is studied through field experiments. The results show that: (1) in the crisis of defensible product injury, justification is the best fit strategy, and it is impossible to judge the type of crisis and the type of crisis. (2) the corporate reputation plays a moderating role in the effect of repair strategy adaptability on the repair effect, and in the defensible type, the influence of the high reputation enterprise repair strategy adaptation on the repair effect is relatively small. The adjustment effect of time distance is significant in defensible crisis, and the influence of strategy adaptation on repair effect is significant when the crisis occurs, but the adjustment effect is opposite in the non-defensible enterprise. (3) the adjustment effect of time distance in defensible crisis is also significant, and there are significant differences in the effect of strategy adaptation to the repair effect when the crisis occurs. But after three months, the adjustment effect of time distance is not obvious in the indefensible type. (4) in the indefensible type, the worse the adaptation of the repair strategy of the high reputation enterprise is, the greater the influence of the time distance on the repair strategy of the high reputation enterprise compared with the low reputation enterprise. The slower the image recovers, the more established the boundaries of reputation for corporate protection. The above findings further promote the theoretical research in the field of product injury crisis, and provide reference and reference for enterprises to choose appropriate strategies to repair brand image.
【作者单位】：江西农业大学经济管理学院;
【基金】：教育部人文社科项目“产品伤害事件中责任归因对顾客情绪反应及行为意向的影响机制研究”(10YJC630227) 江西省社科规划项目“产品伤害中责任归因对农村消费者情绪反应及行为意向的影响机制研究”(11GL41)
【分类号】：F273.2

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