产品伤害危机对品牌绩效指标的影响[外文翻译].doc

毕业论文(设计)外文翻译一、外文原文标题:Theeffectsofproduct-harmcrisisonbrandperformance原文:IntroductionTheterm‘product-harmcrisis’referstowell-knowneventsrelatedtoproductdefectsorharmassociatedwithsomebrands(Siomkos&Kurzbard1994).Forexample,in2000,yres,panyhadtorecallmillionsofitsproducts(AdvertisingAge2000).InSeptember2008,6244babiesinChinawerediagnosedassufferingfromnumerousailmentsafteringestingthepoisonousSanluformula(PeopleDaily2008).Havingusedallofitscashreservesforproductrecallandmedicalpayments,,,Nestléhadtomakeapublicapologyandremovethedefectiveproductfromshelves(ews2005).Afterthiscrisis,inanefforttorestorereducedsales,NestlégaveoutsamplesandstationeddoctorsinBeijingsupermarketstodealwithcustomers’-harmcrisiscanseriouslyimperilabrand’sperformance-pany,,understandinghowaproduct--Dirichletmodel(Ehrenberg1988)isawell-establishedstatisticalmodelandhasbeenextensivelyusedtoauditandpredictbrandperformancemeasures(BPMs)understationaryanddynamicmarketstructures().However,thismodelhasnotbeenusedtoanalysetheinfluenceofproduct--harmcrisiscangreatlyaffectbrandperformance,itisreasonabletoassumethat,bymonitoringtheBPMsthroughtheproduct-harmcrisis,wecanindirectlyobservehowaproduct--Dirichletmodeltomonitortheleadingbrands’BPMsduringthe2005Nestléproduct--,duringandpost-crisisperiodstothoseexpected,andlookingatthedifferencesbetweenthesethreeperiods,etounderstandhowaproduct-harmcrisisinfluencesbrands(includingbothcrisisbrandandnon-crisisbrands)