负面事件修复策略对品牌资产的影响

被引：7

作者：

杨洋

邓富民

方正

机构：

[1] 四川大学工商管理学院

来源：

中国流通经济 | 2012年 / 26卷 / 01期

关键词：

负面事件; 修复策略; 感知公平; 品牌资产;

D O I：

10.14089/j.cnki.cn11-3664/f.2012.01.011

中图分类号：

F203 [生产行业管理]; F224 [经济数学方法];

学科分类号：

020201 ; 0701 ; 070104 ;

摘要：

近年来,类似于三聚氰胺毒奶粉的负面事件频发。负面事件发生后,如何修复它所造成的不利影响,成为企业关注的热点问题。本文将修复策略划分为情感性修复、信息性修复、纠正性修复三大类,基于公平理论,以品牌资产为因变量,构建概念模型,展开实证研究。研究结果发现情感性修复和信息性修复正向影响感知交互公平,信息性修复正向影响感知过程公平和感知交互公平,纠正性修复正向影响感知分配公平,交互公平和分配公平正向影响修复满意度,修复满意度正向影响品牌资产。

引用

页码：90 / 95

页数：6

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