Research Of Effect Of Corporate Response Strategies On Crisis Effectiveness In Defensible Brand Crisis

In recent years,with the rapid economic development,gradual changes in the environment and other factors,domestic and foreign brand crisis events have frequently occurred.What kind of measures to repair the brand crisis and strengthen the management and response level of the Chinese brand crisis are the issues that the whole society is concerned about.Brand crisis incidents are constantly appearing in all walks of life in the society.Some products may be in compliance with laws and regulations and there are no quality problems.However,after experiencing brand crisis incidents,they are likely to cause serious problems with the company's products or services.Consequences such as a drop in product sales,a damaged brand reputation,and even bankruptcy.This is a major issue that people must face in real life,and many companies do not consider the issue from the fundamental interests of consumers when they deal with the brand crisis.In the face of brand crisis incidents,some companies did not take corresponding measures that matched the crisis,which resulted in unsatisfactory brand crisis recovery.The vital interests of the vast number of consumers are closely related to the crisis of the brand crisis.Because the brand crisis is well repaired,then the consumer will be more tolerant and forgiving.If the brand crisis repair effect is normal,consumers may conflict with the company.Not conducive to the future development of the company.When a brand crisis event occurs,how should the company better adopt a corresponding strategy,and it needs to consider what kind of strategy may be more in line with the interests of consumers.Therefore,the study of the brand crisis in this paper has a strong practical significance for the majority of enterprises in China.This study adopts a combination of theoretical and empirical research,and conducts empirical research on research hypotheses based on situational simulation experiments.This article is based on the study of a large number of related literature,combined with a real case of brand crisis events to conduct a comprehensive analysis and draw conclusions.Through relevant literature research,this paper introduces responsibility attribution as an intermediary variable.The definition is how the research firm's coping strategies influence the attribution of responsibility and how it affects the repair of the brand crisis after the defensible brand crisis.The effect.Through questionnaires and data analysis of scenario simulation experiments,this paper draws the following conclusions:1.In the case of the arguable brand crisis,the more active the company's coping strategies,the more consumers tend to think that the control point of the brand crisis is outside the company,that is,the root cause of the brand crisis is outside the company;2.In the case of the arguable brand crisis,the more active the company's coping strategies,the more consumers tend to believe that the brand crisis is uncontrollable;3,consumers tend to control points attributed to the outside of the enterprise,the better the brand crisis repair effect;4.Consumers tend to attribute control points to sporadic cases,the better the brand crisis recovery effect;5.When consumers tend to attribute control points to uncontrollable,the better the brand crisis recovery effect is.