品牌危机公关中的情感修复机制研究 -市场营销专业

摘要

品牌危机公关是企业应对负面事件、维护品牌形象的重要手段，而情感修复作为其中的核心机制，对重建消费者信任具有关键作用。本研究基于社会心理学和传播学理论，探讨品牌危机情境下情感修复的内在机理及其实践路径。研情感修复不仅依赖于信息透明度和责任承担，还涉及品牌与消费者之间的情感联结和社会价值认同。创新点在于提出了“多层次情感修复模型”，将情感修复分为认知层面、情绪层面和关系层面，并验证了其在不同危机类型中的适用性。此外，研究发现积极的情感沟通策略能够显著提升品牌的恢复效果，而忽视情感因素可能导致二次危机的发生。本研究的主要贡献在于深化了对品牌危机中情感维度的理解，为危机公关实践提供了更具操作性的理论框架，同时为企业制定情感导向的危机管理策略提供了重要参考。

关键词：品牌危机公关；情感修复；多层次情感修复模型；消费者信任；情感沟通策略

A Study on the Emotional Repair Mechanism in Brand Crisis Public Relations

英文人名

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Abstract

Brand crisis public relations is an important means for enterprises to cope with negative events and maintain brand image, and emotional repair, as the core mechanism, plays a key role in rebuilding consumer trust. Based on the theory of social psychology and communication, this study explores the internal mechanism and practical path of emotional repair under brand crisis. Emotional repair not only depends on information transparency and responsibility, but also involves the emotional connection and social value identification between brands and consumers. The innovation point is that the "multi-level emotional repair model" is proposed, which divides emotional repair into cognitive level, emotional level and relational level, and verifies its applicability in different crisis types. In addition, the study found that positive emotional communication strategies can significantly improve the brand recovery effect, while ignoring emotional factors may lead to the occurrence of secondary crises. The main contribution of this study is to deepen the understanding of the emotional dimension of brand crisis, provide a more operational theoretical fr amework for the practice of crisis public relations, and provide an important reference for enterprises to formulate emotionally-oriented crisis management strategies.

Keywords: Brand Crisis Public Relations；Emotional Repair；Multi-Level Emotional Repair Model；Consumer Trust；Emotional Communication Strategy

引言 1

一、品牌危机与情感修复的理论基础 1

(一)品牌危机的内涵与特征 1

(二)情感修复机制的核心概念 2

(三)理论框架与研究意义 2

二、情感修复在品牌危机中的作用机制 3

(一)情感修复的心理学基础 3

(二)危机情境下的消费者情感反应 3

(三)情感修复对品牌信任的重建作用 4

三、品牌危机公关中情感修复策略分析 4

(一)情感沟通策略的设计与实施 4