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在危机传播领域,已有的研究主要是针对策略管理层面、传播过程面及传播影响面,其中关注危机传播影响面的研究文献较少。本文收集了国外相关文献,梳理出品牌危机传播效果的影响因素主要存在四个方面,包括危机反应与传播策略、危机前的品牌声誉、危机责任归因以及消费者相关变量。危机传播是一个复杂的问题,已有的文献仅仅独立地探讨某一个或某几个因素对危机传播效果的影响显然是不够的。除了了解影响因素,影响路径、相互作用方式、效果层级、情境因素的调节等等都是应该加以深入研究的问题。最后,笔者提出后续研究可以基于品牌危机事件,建构并验证品牌危机传播效果的影响机制模型。
In the field of crisis communication, the existing researches mainly focus on the aspects of strategic management, the process of communication and the influence of communication, and the research literature on the influence of crisis communication is few. This paper collects relevant literature from abroad. It is found that there are mainly four factors influencing the brand communication effect, including crisis response and communication strategy, pre-crisis brand reputation, crisis attribution and consumer-related variables. Crisis communication is a complex issue. It is obviously not enough for the existing literature to discuss independently the effect of one or several factors on the effectiveness of crisis communication. In addition to understanding the influencing factors, the path of influence, the mode of interaction, the effect level, the adjustment of situational factors and so on, all should be further studied. Finally, I propose that the follow-up research can build and verify the mechanism model of brand crisis transmission based on the brand crisis.