ABSTRACT
The relations between brand
equity and crisis draw the attentions of theorists and practitioners. Previous researches
were unidirectional, which suggested that brand equity has an impact on crisis,
or crisis influence brand equity. However, the two-way effects between crisis and
brand equity are still unknown. The purpose of this paper is to review the findings
like the factors that crisis affect brand equity, as well as the process of how
brand equity adjusts severity or evaluation of crisis. The researches on the bidirectional
mechanism behind the relationship of brand equity and crisis are insufficient, which
will be the important directions in the future.