Research On The Impact Of Consumer Attribution On Brand Equity In Product Damage Crisis

In recent years,there are often product injury events in China.These events not only cause physical harm to consumers,but also create a huge psychological shadow for consumers.At the same time,these events are also closely related to the survival and development of enterprises.The product injury crisis is a thing that many modern enterprises have to face.It is particularly important to study the crisis of product injury.Brand equity is a very precious resource of enterprise,is the enterprise business activities previously given by the brand association,brand attitude,brand loyalty,perceived quality and unique marketing effect,enterprises need long-term accumulation and careful maintenance,however,destroy a business brand equity only need a product harm crisis.Whether Chinese or foreign experts and scholars to product harm crisis and brand assets to carry out a lot of research,combined with the enterprise crisis and analysis of some scholars,such as the serious damage degree,enterprise brand assets to explore the influence of product harm to enterprises;some scholars from the consumer's point of view,such as the impact of injury on consumers the.Scholars strive to constantly update and enrich the research results of product injury crisis and brand equity.Nevertheless,we should continue to explore this issue on the shoulders of giants.First,if we only study the product harm crisis brand influence on the crisis of enterprises,not in-depth study,only know the product harm crisis is positive or negative influence the brand equity,the influence mechanism does not combine with the consumer perspective are discussed;second,enterprises in the product harm crisis occurs,consumers will feel anxiety attribution the event of a crisis,that perceived risk increases,but the existing studies do not discuss what consumer attribution are key factors to influence consumers' perceived risk;third,the current scholars only through the study of consumer attribution influence of traditional three dimensions of a brand equity dimension,so neither with severity of attribution,attribution and other intention consumer attribution dimensions,there is no detailed research on the key dimensions of consumer attribution in the end How to affect the various dimensions of brand equity.In view of this,this article embarks from the realistic question,then systematically reviewed the related literatures,the consumer product harm crisis attribution,perceived risk and brand equity,to explore the mechanism of effect of consumer attribution on brand equity,in order to build the perceived risk of consumers as the intermediary variable attribution theory model influence to brand equity,through empirical analysis to verify the research hypothesis.The use of SPSS21.0 to carry out empirical research,the conclusions are as follows: consumer attribution has significant positive effect on perceived risk;consumer attribution of brand equity has a significant negative effect on perceived risk of negative impact;brand equity;consumer attribution by perceived risk indirectly negative impact on brand equity.Based on the above findings,the following suggestions are put forward:(1)pay attention to the management of product injury crisis and improve consumers' attribution to the crisis events;(2)reduce consumers' perceived risk of product injury risk events by publicizing food safety knowledge.(3)in brand building,enterprises should pay more attention to the promotion of brand loyalty and perceived quality.Finally,future research is pointed out in the final part of this study.