The Impact of the Crisis Response Strategies in Product-Harm Crisis on Brand Equity—Based on the Perspective of Corporate Social Responsibility
Zhou Ying · Industrial Engineering and Management · 2013
Based on defensible and indefensible product-harm crisis,using a virtual brand and true brand in three studies,the paper thoroughly examines the impact of the crisis response strategies on brand equity and the role of corporate social responsibility in product-harm crisis.The paper confirms that in product-harm crisis the impact of different CSR information and response strategies on brand equity is significantly different.Moreover,interaction effects of CSR and response strategies exist.The paper shows that the routine CSR behavior is a kind of savings for the crisis.CSR can effectively reduce the damage of crisis to the brand equity.The findings help to find effective crisis response strategies to protect fragile brand equity from a fatal blow,and further encourage enterprises to take the initiative to fulfill their social responsibilities.