The Effect of Crisis Processing Capacity on Brand Crisis Reparability

Yi Xiao; Qing Li; Haiying Wei

doi:10.4236/jssm.2014.75031

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JSSM> Vol.7 No.5, October 2014

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The Effect of Crisis Processing Capacity on Brand Crisis Reparability

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DOI: 10.4236/jssm.2014.75031 2,530 Downloads 3,047 Views

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Yi Xiao^*, Qing Li, Haiying Wei

Affiliation(s)

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

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.

Cite this paper

Xiao, Y. , Li, Q. and Wei, H. (2014) The Effect of Crisis Processing Capacity on Brand Crisis Reparability. Journal of Service Science and Management, 7, 347-351. doi: 10.4236/jssm.2014.75031.

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