After the product harm crisis, the overall impression of the crisis corporate is of great significance to reduce the negative word of mouth.This paper investigates the effects of corporate association on the consumer’s negative word of mouth against the product harm crisis.The corporate association is divided into:corporate ability and corporate social responsibility. Using the situation experiment, the influence of corporate association on the consumer’s negative word of mouth and the mediating effect of perceived risk are tested. The results show that corporate ability negatively influences consumer’s central negative word of mouth; corporate social responsibility negatively impacts consumer’s peripheral negative word of mouth; consumer’s perceived risk can mediate that corporate association negatively influences consumer’s negative word of mouth. Therefore, in the process of production and management, enterprises should establish a positive corporate image and actively take measures to reduce the risk of consumer’s perceived risk and reduce the risk of adverse events.
王晓明，徐莹莹，刘贝贝. 产品伤害危机背景下企业联想对消费者负面口碑传播的影响——以食品行业为例[J]. 珞珈管理评论, 2017, 14(2): 107-.
Wang Xiaoming，Xu Yingying， Liu Beibei. The Effect of Corporate Association on Consumer’s Negative Word of Mouth Against the Product Harm Crisis. JOURNAL OF MANAGEMENT RESEARCH, 2017, 14(2): 107-.