How to Protect Brand Equity in Product Harm Crisis by Appropriate Response?

Zheng Fang; Peng Fei Ji; Xue Jun Li; Yang Yang; Jing Cai

doi:10.4028/www.scientific.net/AMR.217-218.1559

Paper Titles

Wireless Granary Temperature and Humidity Monitoring System
p.1536

Effect of Press on Thermal Contact Resistance
p.1541

Study on Anti-Seismic Performance of Steel Storage Shelves
p.1547

The Fabrication of Highly Ordered TiO₂ Nanotube Arrays and their Application in Dye-Sensitized Solar Cells
p.1553

How to Protect Brand Equity in Product Harm Crisis by Appropriate Response?
p.1559

A Improved Chan Algorithm Basing on Particle Filtering in NLOS Environment
p.1564

Synthesis of Porous Molybdenum Disulfide Materials with High Specific Surface Area Using Sodium Chloride as the Template
p.1569

Electrochemical Impedance Spectroscopy Study of the Effect of Curing on Property of Vinyltriethoxysilane Films on Carbon Steel Surfaces
p.1574

The Relationship Analysis of Surrounding Rock Stability and Continental Sedimentary Environment
p.1580

HomeAdvanced Materials ResearchAdvanced Materials Research Vols. 217-218How to Protect Brand Equity in Product Harm Crisis...

How to Protect Brand Equity in Product Harm Crisis by Appropriate Response?

Abstract:

Brand equity is an import but fragile asset, which is easy to suffer loss in product harm crises. However, by analyzing cases in China, we found that companies responded to product harm crises differently, implying that they didn’t reach consensus on which response was the best to protect brand equity. This paper concludes that: 1) to resolve defensible product harm crises, defensive strategy is best; 2)to resolve indefensible product harm crises, accommodative strategy is the best; and 3)company reputation plays a positive moderating role when company chooses most appropriate strategy or mixed strategy. These findings could not only help companies to resolve product harm crises effectively, but also provide suggestions for government to improve their quality safety work.

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Periodical:

Advanced Materials Research (Volumes 217-218)

Pages:

1559-1563

DOI:

https://doi.org/10.4028/www.scientific.net/AMR.217-218.1559

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Online since:

March 2011

Authors:

Zheng Fang, Peng Fei Ji, Xue Jun Li, Yang Yang, Jing Cai

Keywords:

Brand Equity, Company Reputation, Crisis Response, Product Harm Crisis

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