ABSTRACT

Extant research on the negative effects of corporate brand image crisis and corresponding strategies on brand image restoration have received wide academic attention. This research predominantly values employee participation as a critical bridge to obtain consumer forgiveness and subsequently contributes to repairing corporate brand image in a crisis. Through undertaking a positivist study, the findings indicate that employee participation positively influences the restoration of corporate brand image. Consumer forgiveness (both individual and group level) plays the mediation role in predicting corporate brand image. Last, employee’s cognitive capital moderates the relationship between group forgiveness and the restoration of corporate brand image.

摘要

现有关于企业品牌形象危机的负面影响及品牌形象修复策略的研究受到了学术界的广泛关注。该研究主要将员工参与视为获得消费者宽恕的关键桥梁，随后有助于在危机中修复企业品牌形象。通过实证研究，发现员工参与对企业品牌形象的恢复有积极影响。消费者宽恕（个人和群体层面）在预测企业品牌形象中起中介作用。最后，员工的认知资本调节了群体宽恕与企业品牌形象恢复的关系。