产品危机中品牌资产的作用研究

品牌资产是企业重要的无形资产，能够为企业带来多方面的积极影响。在频繁爆发的产品危机中，品牌资产是否仍有积极影响？本研究基于两项实验的实证结论表明在产品危机过程中品牌资产是加剧而不是抵御了危机的负面影响。研究发现危机的严重性和群发性特征能够调节品牌资产的作用，并且发现感知期望破坏程度是产品危机中品牌资产对消费者态度变化影响的中介变量。

A Research on the Role of Brand Equity in Product Harm Crisis

Brand equity is an important kind of firm intangible equity, and can bring many benefits to firms. This paper investigated the role of brand equity during a product harm crisis. We found that brand equity had exacerbating effect on consumer attitude toward the brand by conducting two experiments. We also found that severity of the crisis and number of firms involved in crisis moderated the effect of brand equity on consumer attitude. Finally we tested the mediating effect of expectation violation between brand equity and consumer attitude.