產(chǎn)品傷害危機(jī)對(duì)品牌績(jī)效指標(biāo)的影響[外文翻譯]

《產(chǎn)品傷害危機(jī)對(duì)品牌績(jī)效指標(biāo)的影響[外文翻譯]》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫(kù)。

1、畢業(yè)論文（設(shè)計(jì)）外文翻譯一、外文原文標(biāo)題：Theeffectsofproduct-harmcrisisonbrandperformance原文：IntroductionTheterm‘product-harmcrisis’referstowell-knowneventsrelatedtoproductdefectsorharmassociatedwithsomebrands(Siomkos&Kurzbard1994).Forexample,in2000,whennewsspreadthatmorethan100peoplehaddiedinaccidentsinvolvingdef

2、ectiveFirestonetyres,thecompanyhadtorecallmillionsofitsproducts(AdvertisingAge2000).InSeptember2008,6244babiesinChinawerediagnosedassufferingfromnumerousailmentsafteringestingthepoisonousSanluformula(PeopleDaily2008).Havingusedallofitscashreservesforproductrecallandmedicalpayments,SanluCompany

3、wasdeclaredbankruptin2009.In2005,NestléCompanymistakenlysoldmilkpowderthatcontainedmoreiodinethanChinesenationalstandardspermitinthemarket.Whenthenewsbroke,Nestléhadtomakeapublicapologyandremovethedefectiveproductfromshelves(ABCNews2005).Afterthiscrisis,inanefforttorestorereducedsales,Nestléga

4、veoutsamplesandstationeddoctorsinBeijingsupermarketstodealwithcustomers’concerns.Theseexamplesclearlysuggestthataproduct-harmcrisiscanseriouslyimperilabrand’sperformance-andeventotallydestroyacompany,asinthecaseofSanlu.Therefore,understandinghowaproduct-harmcrisisinfluencesbrandsandthemarketst

5、ructureisofgreatpracticalandtheoreticalinterest.TheNBD-Dirichletmodel(Ehrenberg1988)isawell-establishedstatisticalmodelandhasbeenextensivelyusedtoauditandpredictbrandperformancemeasures(BPMs)understationaryanddynamicmarketstructures(Ehrenbergetal.2004).However,thismodelhasnotbeenusedtoanalyset

6、heinfluenceofproduct-harmcrises.Sinceaproduct-harmcrisiscangreatlyaffectbrandperformance,itisreasonabletoassumethat,bymonitoringtheBPMsthroughtheproduct-harmcrisis,wecanindirectlyobservehowaproduct-harmcrisisinfluencesbrandsandthemarketstructureofthisproductcategory.Thisapproachshouldprovideso

7、mepracticalbenefitsfromanewperspective.OurmainobjectiveinthispaperistousetheNBD-Dirichletmodeltomonitortheleadingbrands’BPMsduringthe2005Nestléproduct-harmcrisisthatoccurredinChina.BycomparingtheobservedBPMsofthepre-,duringandpost-crisi