Abstract
The relations between brand equity and crisis draw the attentions of theorists and practitioners. Previous researches were unidirectional, which suggested that brand equity has an impact on crisis, or crisis influence brand equity. However, the two-way effects between crisis and brand equity are still unknown. The purpose of this paper is to review the findings like the factors that crisis affect brand equity, as well as the process of how brand equity adjusts severity or evaluation of crisis. The researches on the bidirectional mechanism behind the relationship of brand equity and crisis are insufficient, which will be the important directions in the future.
Highlights
Brand equity, which is the most important intangible assets [1], would inevitably meet crisis no matter how strong it is
As the consumer’s cognition and the involvement of the media, crisis management has become a significant part in daily administrations [2]
Since crisis is so frequent and brand equity is so crucial to enterprise, some theoretical studies have been studying their relationship
Summary
Brand equity, which is the most important intangible assets [1], would inevitably meet crisis no matter how strong it is. Since crisis is so frequent and brand equity is so crucial to enterprise, some theoretical studies have been studying their relationship. Zheng F’s studies show that the crisis might damage brand equity through influencing perceived quality, purchasing intention, brand attitude [4]. (2015) The Correlation of Brand Equity and Crisis: A Review and Directions for Future Research. Scholars explore the interaction effect between brand equity and crisis in the two ways without combination. We overview the remaining theories and conclusions, investigate the interaction effect in both angels, and make the future research direction about their relationship to expect to definite the interaction mechanism between brand equity and crisis
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