A Review Of The studies On Brand Crisis Based On The Perspective Of Consumer

摘要

Brand crisis is an important factor in reducing the value of a brand and threatening the corporate security. Therefore, it has been a widespread concern of entrepreneurs and researchers to reveal the causes and mechanisms of crisis evolution and to seek ways to avoid or reduce the serious impact of the crisis. Based on a comprehensive review of the research literatures relevant to brand crisis from a consumer perspective, this paper summed up the factors influencing consumer evaluation of brand in crises, and highlighted the latest research trends at home and abroad. Finally, limitations of previous studies were discussed about and further research prospects were provided as well.