Research Of Consumer-based Brand Equity In Defensible Product Harm Crisis

Domestic commodity remarket is facing increasing large complicated environment in the new economic background. Some company brands are suffering a various negative injury crisis, such example are enumerate. Case analysis found that, some corporate experienced defensible product harm crisis, then its consumer brand equity become different, which comes their various response to products. Some can maintain the brand equity, some assets do not exist, while some improve and ascent, which sparked the thinking of the problems:why customers feel risk cognition to the crisis product which actually is safe.In the defensible product harm crisis, how the brand equity which belongs to the original customer change.What factors can affect the customer brand equity to the crisis products.As a crisis parties, the crisis company should adopt what kinds of coping style to reduce negative effect of product crisis.Product crisis's matter management is the key to resolve the crisis. If the enterprise only focused on the product quality, and oversight of the response to the product harm, it will lose large quantities of original customers, even far from the potential customers,its brand assets will have been seriously damaged.This paper adopts combining method of literature and experimental research. Sorting and finding the problem through case study, doing empirical research through experimental study, then the author doing data analysis under the help of SPSS 17.0 and AMOS 7.0.All of the study using real product crisis case as background, the author attempt to got the conclusion through different group which have various control variable. The research has the following innovation points:Firstly, Proposed a theoretical framework based on defensible products crisis's management and control inaccordance with the crisis emerge, elimination and regulation. Secondly, build a Brand Equity's model in products harm crisis, and it has good discriminant validity and convergent validity. Thirdly, Verify an important management conclusion, Corrective measures are not the best response in defenfible products harm crisis, which may lead to "too far" phenomenon.The study analysis and carding product harm crisis through case study, summarizing conclusion which crisis affecting customer brand equity. Then, the paper review and analysis theories from the crisis coping styles, external public opinion and customer difference view. Then author proposed the research model from the enterprise and customer view. Finally, considering the domestic product crises practice and theory, the author selected domestic product crises experimental material on experimental research, draw the conclusion and puts forward some management revelation and Suggestions.The main conclusions are as follows:Verify the model of brand equity has stable state structure in normal and crisis situation.Outside public about risk and preventive measures has significant effect on brand equity, customer's brand awareness may change. Companies can take timely countermeasures to wincustomer recognition for the initiative. Compared against the disputed and ignored, the actively clarify better. Take corrective measures to deal with possibly lead to "too far" consequences. Government as an external body should be more confident for consumer. Industry/experts have a limit role. Heavy consumers generally better able to maintain the existing brand awareness, affected by the crisis are limited.