本文基于乳制品行业的危机事件,深入探讨了多品牌伤害危机中特有的“替罪羊”效应对行业信任的影响及其内在作用机制。通过实验研究发现:在多品牌危机背景下,消费者对于该行业内品牌的信任水平在有“替罪羊”品牌的情况下高于无“替罪羊”品牌的情况;行业中出现的“替罪羊”品牌转移了消费者的愤怒情绪,从而提高了消费者的行业信任水平;消费者卷入度和品牌来源国在多品牌危机发生后“替罪羊”效应对行业信任的影响中存在调节作用。对于企业管理者来说,协助政府或行业管理者找寻涉事“替罪羊”品牌、快速启动品牌危机管理预案、重视行业交流、保持诚信以及合力改善行业信任水平,是应对多品牌危机的重要途径。 Based on the crisis events in the dairy industry, this article explores in depth the influence of the “scapegoat” effect on the industry trust and its intrinsic mechanism in the multi-brand injury crisis. Through experimental research, it is found that in the context of multi-brand crisis, consumers’ trust level in the industry is higher than that in the case of “scapegoat” brand; in the industry, The “scapegoat” brand has diverted the anger of consumers, increasing consumer trust in the industry; the extent of consumer involvement and the country of brand origin in the wake of the multi-brand crisis and the “scapegoat” effect on industry trust There is regulation. For business managers, it is important for the government or industry managers to find out the “scapegoat” brand, quickly start the brand crisis management plan, attach importance to industry communication, maintain integrity and work together to improve the industry’s trust level. way.