| In the era of social media,brand crisis is becoming more and more difficult to avoid.The negative impact of the crisis on brand enterprises cannot be ignored,and even threatens the overall economic and social development.Therefore,it is essential to carry out brand repair work after the crisis.The brand crisis repair work requires enterprises to respond to the crisis in a timely and effective manner through media channels after the outbreak of the crisis,so as to carry out troubleshooting and remediation of the repair objectives,which include the public’s perceived sincerity,corporate organizational reputation and consumer willingness to buy.Thus,this paper aims to explore the impact variables and communication effects of various crisis repair strategies in the crisis situation of Chinese cultural background through a series of experiments.This paper theoretically supplements the applicable situational variables of brand crisis response,and provides reference suggestions for organizations to better respond to the crisis from the practical level.On the basis of previous theoretical research on situational crisis communication,this paper supplements the investigation of international and domestic brands,discusses how the three crisis repair strategies exert their influence in the two crisis situations,and combines them with international and domestic brands to think about their interaction.This article adopts the 2×3×2 control experiment method,and designs experimental stimulus materials with different types of crisis(Ability crisis/Moral crisis),different crisis repair strategies(Information repair stratcgy/Emotional repair strategy/Functional repair strategy)and different types of brand(International brand/Domestic brand)combinations.Participants are randomly divided into 12 experimental groups,and are asked to answer their perceived sincerity,corporate reputation evaluation and purchase intention after receiving different experimental stimulus information.Through the SPSS software analysis of the experimental data,this paper obtains the most effective crisis repair strategy for brand enterprises in specific crisis situations.The study shows that:①Functional repair strategies produce the highest degree of perceived sincerity,organizational reputation evaluation and purchase intention.②When an enterprise is faced with a capability crisis,the emotional repair strategy can better improve the organization’s reputation evaluation and the public’s willingness to buy than the informational repair strategy.③When an enterprise encounters a moral crisis,the organizational reputation under the emotional repair strategy is better than that under the information repair strategy,but there is no significant difference between the two repair strategies in terms of purchase intention.④Regardless of the crisis of international or domestic brands,the implementation of functional repair strategy can bring the highest degree of perceived sincerity.However,for international brands,the effect of information repair strategy on perceived sincerity is better than that of emotional repair strategy on perceived sincerity;For domestic brands,emotional repair can gain more advantages in audience perception of sincerity than information repair. |
