The Effect of Crisis Processing Capacity on Brand Crisis Reparability

Yi Xiao^*, Qing Li, Haiying Wei

School of Business Administration, Jinan University, Guangzhou, China.

DOI: 10.4236/jssm.2014.75031                

Abstract

With the constantly changing surroundings and highly developed technology, brand crisis accordingly shows the increasing trend, which took a lot of companies by surprise and made them especially hard-hit. In brand crisis companies usually adopt an apology, compensation, denied and silent strategy to cope with consumers, hoping to be able to get consumers to forgive and repair the damaged brand relationship. This work firstly put forward a concept “reparability of brand crisis”, which should be defined to judge how an enterprise could be repaired from a brand crisis, and selected crisis processing capacity index to build up impact model about how enterprise’s crisis processing capacity affected the degree of brand crisis reparability.

Keywords

Brand Crisis, Enterprise Processing Capacity, Reparability

Conflicts of Interest

The authors declare no conflicts of interest.

References

[1]	Yu, M.Y. (2008) Brand Crisis Management. Wuhan University Press, Wuhan, 208-212.
[2]	Dawar, N. and Lei, J. (2009) Brand Crises: The Roles of Brand Familiarity and Crisis Relevance in Determining the Impact on Brand Evaluations. Journal of Business Research, 62, 509-516. http://dx.doi.org/10.1016/j.jbusres.2008.02.001
[3]	Wei, H.Y. (2011) Brand Crisis Management. Jinan University Press, Guangzhou, 29-32.
[4]	Jin, W.L .and Zhu, P.H. (2005) Restorability Class Partition for Durability of Concrete Structure. Journal of Architecture and Civil Engineering, 22, 64-70.
[5]	Fang, Z., Jiang, M.H., Yang, Y. and Li, W. (2010) Research on the Effect of Coping Strategy for Product Harm Crisis. Ruan Ke Xue, 143, 73-77.
[6]	Michael, K., Brady, Joseph Cronin Jr., J., Fox, G.L. and Roehm, M.L. (2008) Strategies to Offset Performance Failures: The Role of Brand Equity. Journal of Retailing, 84, 151-164. http://dx.doi.org/10.1016/j.jretai.2008.04.002
[7]	Klein, J. and Dawar, N. (2004) Corporate Social Responsibility and Consumers’ Attributions and Brand Evaluations in a Product-Harm Crisis. International Journal of Research in Marketing, 21, 203-217. http://dx.doi.org/10.1016/j.ijresmar.2003.12.003
[8]	Wang, H.Z., Yu, C.L. and Zhao, P. (2006) Relationship between Consumer Mode of Brand Equity and Product Market Output Mode. Management World, 1, 106-119.
[9]	Zhou, Y.F., Luo, W.E. and Xiao, W.J. (2007) Corporate Social Responsibility Behavior and Consumer Responses— The Moderator Effects of Consumer Personal Characteristic and Price Signal. China Industrial Economy, 228, 23-28.
[10]	Zhou, Z.C. and Zhang, Y.J. (2007) Empirical Study on Relative Level of Corporate Social Responsibility in an Industry and Consumers’ Purchase Intention. China Industrial Economy, 234, 111-118.