| 产品危害事件对品牌关系质量的影响——基于企业社会责任行为的视角 |
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| 引用本文： | 王新春,段志军.产品危害事件对品牌关系质量的影响——基于企业社会责任行为的视角[J].上海市经济管理干部学院学报,2010,8(1):33-40. |
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| 作者姓名： | 王新春 段志军 |
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| 作者单位： | 华东理工大学,上海,200237 |
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| 摘 要： | 目前关于品牌资产的研究大致分为基于认知心理视角这和社会心理视角这两大类别。根据现有研究成果并引入基于中国本土社会心理的消费者-品牌关系质量模型和实验方法，有助于探讨企业在遇到产品危害事件时其消费者-品牌关系质量的变动情况以及企业社会责任行为的调节作用。
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| 关 键 词： | 产品危机 品牌关系质量 品牌资产 企业社会责任 |
Impact of Product-harm Crises on Brand Relationship Quality |
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| WANG Xin-chun,DUAN Zhi-jun.Impact of Product-harm Crises on Brand Relationship Quality[J].Journal of Shanghai Economic Management College,2010,8(1):33-40. |
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| Authors: | WANG Xin-chun DUAN Zhi-jun |
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| Institution: | WANG Xin-chun,DUAN Zhi-jun (East China University of Science , Technology,Shanghai 200237) |
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| Abstract: | Current research about brand equity can be divided into two perspectives: cognitive psychology and social psychology. This paper try to find how firm's responses interact to the impact of product-harm crises on brand relationship quality (BRQ),and exam the regulatory role of its corporate social responsibility information by using Dawar and Pillutla's research framework and through a experimental study. |
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| Keywords: | product-harm crise brand relationship quality brand equity corporate social responsibility |
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