奢侈品牌产品伤害危机对消费者品牌评价的影响

摘要

产品伤害危机事件对消费者的品牌评价产生影响.文中采用消费者行为实验研究方法,分析奢侈品牌出现不同产品伤害危机时,消费者品牌评价的影响差异.研究结果表明:奢侈品牌比非奢侈品牌在发生产品伤害危机时,品牌评价受到的影响更大;奢侈品牌发生不同类型的产品伤害危机,对消费者品牌评价的影响差异非常显著;对奢侈品牌产品伤害危机的品牌评价的影响具有显著差异.企业发生产品伤害危机时,要及时采取合理的应对方式,主动承担责任.面对不同的消费者反应,企业应该制定灵活的方案处理不同类型的危机事件.%Product harm crises influence consumers'brand evaluation.In this paper,the consumer behavior experimental method is used to analyze the impact of different product harm crises on the consumers'brand evaluation.The results show that the luxury brand product harm crises have far greater impact on brand evaluation than the non-luxury brand product harm crises do,that different product harm crises have quite different impacts on consumers'brand evalution,and that different types of consumer have different brand evaluations.In product harm crises,the enterprises should take timely and reasonable measures to manage them and shoulder the responsibility.In the face of different consumer reactions,the enterprises should adopt flexible solutions to handling different crises.