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首页> 外文会议>International Conference on Management Science Engineering >An Empirical Research on the Relationship between Brand Reputation and Brand Loyalty Influenced by the Impact of Product-harm Crisis Management
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An Empirical Research on the Relationship between Brand Reputation and Brand Loyalty Influenced by the Impact of Product-harm Crisis Management

机译：对产品危害危机管理影响的品牌声誉与品牌忠诚关系的实证研究

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摘要

The product-harm crisis management affects consumers' purchasing behavior and it is important for the enterprise to evaluate the effect and understand the evolution. In academic field, may scholars have paid their attention to the subject, but most of existing researches assume that all consumers have the non-differential purchasing behavior, which is unacceptable for diverse personality in the real marketing field. The paper segments the consumers by the differences of brand and consumers' decision on the basis of Engle's model, and then evaluates and analyzes the impact of product-harm crisis management to the relationship between brand reputation and brand loyalty. Based on the empirical research, the paper at last brings up some suggestions which are useful to a company's product-harm crisis management.
机译：产品危害危机管理影响消费者的采购行为，企业评估效果并理解进化是重要的。在学术领域，愿学者们对这个问题的注意力偿还了他们的注意，但大多数现有研究都认为所有消费者都有非差异采购行为，这对于真实营销领域的不同个性是不可接受的。纸张将消费者在恩格尔模型的基础上通过品牌和消费者决定的差异，然后评估和分析产品伤害危机管理对品牌声誉和品牌忠诚之间的关系的影响。基于实证研究，本文终于提出了一些对公司产品危害危机管理有用的建议。

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