产品伤害危机下消费者—品牌关系断裂研究

产品伤害危机对消费者—品牌关系产生深刻影响。消费者—品牌关系断裂经历衰减、恶化、脱离和终止的演化过程。在断裂过程中,消费者的心理发生变化,对品牌产生不同的情绪反应和行为反应。在产品伤害危机下,消费者—品牌关系断裂的实质是消费者对品牌的认知、情感和行为产生消极变化的过程,这个变化过程受到促进因素和延缓因素的影响。

Dissolution of Consumer-brand Relationships in Product-harm Crisis

When product-harm crisis happens in a company,it has profound influence on consumer-brand relationships.This paper elaborates the dissolution process of consumer-brand relationships and psychological responses of consumers in a product-harm crisis,and proposes a dissolution model of consumer-brand relationships,and analyzes the dissolution mechanism of consumer-brand relationships.The dissolution of consumer-brand relationships is an evolution process of decline,deterioration,disengagement and end.Consumers experience psychological changes and have different emotion responses and behavior responses on brand in the dissolution process of consumer-brand relationships.In essence,the dissolution of consumer-brand relationships develops with that consumers have a negatively cognitive,affective and behavioral change on the brand in a product-harm crisis,which is influenced by some promotion factors and some delay factors.