TITLE:
The Effect of Crisis Processing Capacity on Brand Crisis Reparability
AUTHORS:
Yi Xiao, Qing Li, Haiying Wei
KEYWORDS:
Brand Crisis, Enterprise Processing Capacity, Reparability
JOURNAL NAME:
Journal of Service Science and Management,
Vol.7 No.5,
October
23,
2014
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”, whichshould 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.