暨南学报(哲学社会科学版)

作者：周光, 余明阳, 薛可, 赵袁军

单位：上海交通大学安泰经济与管理学院博士研究生;余明阳,上海交通大学安泰经济与管理学院教授;薛可,上海交通大学媒体与传播学院教授;赵袁军,上海立信会计金融学院工商管理学院讲师。

关键词：品牌危机严重性,消费者—品牌关系,消费者原谅,品牌态度,购买意愿

基金：国家社会科学基金重点项目“互联网群体传播的管控方案与社会引导对策研究”(15AZD054)。

品牌危机是当前社会的热点现象。如何对品牌危机进行准确界定,厘清其对消费者的影响,是学术界关心的重点问题。本研究基于危机事件的特性,按严重性对品牌危机进行界定。然后,本研究从消费者—品牌关系和消费者原谅两个方面,探索品牌危机对消费者购买的影响及机理。研究结果表明,品牌危机严重性对消费者品牌态度和购买意愿存在负向影响,它随着消费者—品牌关系的增强而减弱;消费者原谅在品牌危机严重性对品牌态度和购买意愿的影响中起中介作用,它随着消费者—品牌关系的增强而增强。本研究丰富了品牌危机相关领域的文献,为品牌危机的实际应对提供参考。"/>template{display:none;}.mag-rich-xref-fn { cursor: pointer;}//长视频$(document).ready(function(){if($("#showLongArticleVideo") && $("#showLongArticleVideo").length && $("#showLongArticleVideo").length>0){mag_ajax_update({ele_id:'showLongArticleVideo',url:mag_currentQikanUrl() + "/CN/article/showLongArticleVideo.do?id="+$("#articleId").val()});}});$(document).ready(function(){window.metaData = {"journal":{"issn":"1000-5072","qiKanMingCheng_CN":"暨南学报（哲学社会科学版）","id":2,"qiKanMingCheng_EN":"Jinan Journal"},"fundList_cn":["国家社会科学基金重点项目“互联网群体传播的管控方案与社会引导对策研究”(15AZD054)。"],"article":{"keywordList_cn":["购买意愿","品牌态度","品牌危机严重性","消费者—品牌关系","消费者原谅"],"juan":"43","zhaiyao_cn":"品牌危机是当前社会的热点现象。如何对品牌危机进行准确界定,厘清其对消费者的影响,是学术界关心的重点问题。本研究基于危机事件的特性,按严重性对品牌危机进行界定。然后,本研究从消费者—品牌关系和消费者原谅两个方面,探索品牌危机对消费者购买的影响及机理。研究结果表明,品牌危机严重性对消费者品牌态度和购买意愿存在负向影响,它随着消费者—品牌关系的增强而减弱;消费者原谅在品牌危机严重性对品牌态度和购买意愿的影响中起中介作用,它随着消费者—品牌关系的增强而增强。本研究丰富了品牌危机相关领域的文献,为品牌危机的实际应对提供参考。","endNoteUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=EndNote&id=6471","bibtexUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=BibTeX&id=6471","abstractUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2021/V43/I3/87","qi":"3","id":6471,"nian":2021,"bianHao":"2021-3-87","zuoZheEn_L":"ZHOU Guang, YU Mingyang, XUE Ke, ZHAO Yuanjun","juanUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2021","shouCiFaBuRiQi":"2021-05-22","qiShiYe":"87","qiUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/Y2021/V43/I3","lanMu_cn":"企业高质量发展研究","pdfSize":"1154","zuoZhe_CN":"周光, 余明阳, 薛可, 赵袁军","risUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=Ris&id=6471","title_cn":"品牌危机与消费者购买:消费者原谅的中介效应与消费者—品牌关系的调节效应","jieShuYe":"101","keywordList_en":["brand attitude","brand crisis severity","consumer forgiveness","consumer-brand relationship","purchase intention"],"endNoteUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=EndNote&id=6471","zhaiyao_en":"Brand crisis is a noticeable phenomenon in the current society. How to define the brand crisis accurately and clarify its impact on consumers is concerned by the academia. Based on the characteristics of crisis events, this study defines brand crisis according to its severity. Then, this study explores the impact and mechanism of brand crisis on consumers purchase from perspectives of consumer brand relationship and consumer forgiveness. The results show that the brand crisis severity has a negative impact on consumers' brand attitude and purchase intention, which declines with the enhancement of consumer-brand relationship; consumer forgiveness plays a mediating role in the influence of brand crisis severity on brand attitude and purchase intention, which increases with the enhancement of consumer-brand relationship. 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来源：2021年第3期

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