An empirical research on the relationship between brand reputation and brand loyalty influenced by the impact of product-harm crisis management

The product-harm crisis management affects consumers' purchasing behavior and it is important for the enterprise to evaluate the effect and understand the evolution. In academic field, may scholars have paid their attention to the subject, but most of existing researches assume that all consumers have the non-differential purchasing behavior, which is unacceptable for diverse personality in the real marketing field. The paper segments the consumers by the differences of brand and consumers' decision on the basis of Engle's model, and then evaluates and analyzes the impact of product-harm crisis management to the relationship between brand reputation and brand loyalty. Based on the empirical research, the paper at last brings up some suggestions which are useful to a company's product-harm crisis management.