国外品牌犯错研究述评与展望

以往的品牌犯错事件主要以产品伤害危机为主，近年来在社会规范和道德层面上也逐渐地有所体现，给企业和利益相关者带来了更广泛的影响，而现有品牌犯错的述评仍主要停留在品牌功能层面上（以产品伤害危机为主），缺少系统全面的分析。本文在梳理国外文献基础上，围绕品牌犯错的含义、分类、相关变量及影响结果、应对策略等主题进行述评，探讨该领域的未来研究方向，以期为我国的品牌犯错理论研究和实践操作提供参考借鉴。

A Review and Prospect of Foreign Research on Brand Misconduct

Brand misconduct which was mainly formed of the product-harm crises in the past involves gradually in social norm and moral in recent years and has made extensive influence on enterprises and stakeholders . However , the existing reviews on brand miscon-duct are still making focus on brand function (product-harm crises) , lackof systematic and comprehensive analysis . On basis of foreign literature , this paper summarizes conception , classification moderating factors , effects and strategies of brand misconduct , pointing out the directions of the future research , thus to provide reference for theoretical study and practical operation of brand misconduct in our country .