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首页> 外文期刊>European Management Review >The role of brand equity and crisis type on corporate brand alliances in crises
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The role of brand equity and crisis type on corporate brand alliances in crises

机译：品牌股权和危机类型对危机企业品牌联盟的作用

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摘要

Co-branding is regarded as a beneficial corporate branding strategy. Corporate crises can, however, result in one or both brands damaging customer-firm relationships. Research evidence in the area is sparse and shows that the non-culpable partner is negatively influenced by crises when perceived as being aware of the wrongdoing. Extending prior research, we investigate how brand equity of the non-culpable partner shapes consumers' post-crisis attitudes. We also examine boundary conditions to the brand equity effect. Drawing on expectancy violation theory, we show that high-equity of the non-culpable partner mitigates the negative effects of accidental crises, whilst low-equity can mitigate preventable crises. In preventable crises, non-culpable partner brands enjoying high equity suffer from negative attitudes accruing from the culpable brand in the alliance. The results suggest that managers should use corporate co-branding with caution, carefully evaluating the partner brand's equity and its effects when planning for and managing crisis situations.
机译：共同品牌被认为是有益的企业品牌战略。然而，企业危机可以导致一个或两个品牌损害客户公司的关系。该地区的研究证据稀疏，表明在被认为意识到不法行为时，非盗用伙伴受到危机的负面影响。延长了先验研究，我们调查了非持股伴侣的牌子股权如何塑造消费者的危机后态度。我们还研究了品牌股权效应的边界条件。借鉴预期违规理论，我们表明，非责任的合作伙伴的高等股权减轻了意外危机的负面影响，而低权益可以减轻可预防的危机。在可预防的危机中，享受高等股权的非持股伴侣品牌遭受了来自联盟的冠军品牌的负面态度。结果表明，管理人员应该谨慎使用企业共同品牌，仔细评估合作伙伴品牌的股权及其在规划和管理危机情况时的影响。

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