工商管理学院知识库

目前，品牌危机的焦点正在由产品质量缺陷带来的企业危机向虚假广告、企 业未履行社会责任等会对品牌资产造成损害的道德型品牌危机转移。然而，学术界和实务界对道德型品牌危机的内部驱动机制却未引起足够的关注。加之，新媒体的迅速发展加快了信息的传播，企业若不及时采取措施应对危机，将会给企业带来严重的负面影响。当然，若企业采取的策略不合理，无形中也会增加企业的补救成本。因此，有必要对道德型品牌危机及危机应对策略进行深入研究，以观测在具体的危机情境中，企业采取不同的应对策略会如何影响消费者的宽恕意愿，这有利于减少道德型品牌危机的负面效应、帮助维护企业的良好形象。

首先，本文对国内外有关道德型品牌危机、防御性印象管理策略、道德推理、消费者宽恕意愿的文献进行回顾与梳理，以及分析企业印象管理理论、首因效应、 解释水平理论等基础理论的作用机制，构建了道德型品牌危机和防御性印象管理策略对于消费者宽恕意愿的关系模型。其次，本研究通过情境实验法设计了两个预实验和两个正式实验，并收集相关数据，分别验证2（道德型品牌危机：关联度vs关联度低）×2（防御性印象管理策略：和解策略vs 辩解策略）对于消费者宽恕意愿的交互作用和道德推理在其中的中介作用。

实证研究的结果发现：道德型品牌危机与防御性印象管理策略对于消费者宽恕意愿存在交互作用。当企业发生与产品关联度高的道德型品牌危机时，较于辩解策略，和解策略对消费者宽恕起的作用更大。当企业发生与产品关联度低的道德型品牌危机时，较于和解策略，辩解策略对消费者宽恕起的作用更大。此外，道德推理模式在此过程中存在中介作用。当企业发生与产品关联度高的道德型品牌危机时，采用和解策略会使消费者运用道德合理化进行推理，继而对消费者宽恕有显著性影响。当企业发生与产品关联度低的道德型品牌危机时，采用辩解策略会使消费者运用道德脱钩化进行推理，继而对消费者宽恕有显著性影响。文末基于研究结论，对企业如何针对不同的道德型品牌危机制定合适的印象管理策略也提供了可实操性的建议。该研究对企业危机管理具有一定的借鉴意义。

At present, the focus of brand crisis is shifting from the enterprise crisis caused by product quality defects to the moral brand crisis caused by false advertising and the failure of enterprises to fulfill their social responsibilities, which will cause damage to brand assets. However, the academic and practical circles have not paid enough attention to the internal driving mechanism of moral brand crisis. In addition, the rapid development of new media has accelerated the dissemination of information. If enterprises do not take timely measures to deal with the crisis, it will have a serious negative impact on enterprises; of course, if the strategy adopted by the enterprise is unreasonable, it will also increase the cost of remediation. Therefore, it is necessary to conduct in-depth research on ethical brand crisis and crisis response strategies to observe how different coping strategies adopted by enterprises will affect consumers ' willingness to forgive in specific crisis situations, which is conducive to reducing the negative effects of ethical brand crisis and helping to maintain a good image of enterprises.

First of all, this paper reviews and sorts out the literature on the moral brand crisis, defensive impression management strategies, moral reasoning, and consumers ' willingness to forgive at home and abroad, and analyzes the mechanism of basic theories such as corporate impression management theory, primacy effect, and construal level theory. The relationship model between the type of ethical brand crisis and the defensive impression management strategy for consumers ' willingness to forgive is constructed. Secondly, this study designed two pre-experiments and two formal experiments through the situational experiment method, and collected relevant data to verify the interaction of 2 (moral brand crisis type: high correlation degree vs low correlation degree) × 2 (defensive impression management strategy: reconciliation strategy vs defense strategy) on consumers ' forgiveness intention and the mediating role of moral reasoning.

The results of empirical research show that there is an interaction between moral brand crisis and defensive impression management strategy on consumer forgiveness intention. When the enterprise has a moral brand crisis with high correlation with the product, the reconciliation strategy plays a greater role in consumer forgiveness than the excuse strategy. When the enterprise has a moral brand crisis with low correlation with the product, the excuse strategy plays a greater role in consumer forgiveness than the reconciliation strategy. In addition, moral reasoning plays an intermediary role in this process. When an enterprise has a moral brand crisis with a high degree of product relevance, the use of reconciliation strategies will enable consumers to use moral rationalization for reasoning, which in turn has a significant impact on consumer forgiveness. When the enterprise has a moral brand crisis with low correlation with the product, the use of excuse strategy will enable consumers to use moral decoupling for reasoning, which in turn has a significant impact on consumer forgiveness. At the end of the paper, based on the research conclusions, it also provides practical suggestions on how companies can formulate appropriate impression management strategies for different ethical brand crises. The research has certain reference significance for enterprise crisis management.