產品傷害危機對品牌績效指標的影響[外文翻譯]

1、畢業(yè)論文（設計）外文翻譯畢業(yè)論文（設計）外文翻譯一、外文原文標題：Theeffectsofproductharmcrisisonbrperfmance原文：IntroductionTheterm‘productharmcrisis’referstowellknowneventsrelatedtoproductdefectsharmassociatedwithsomebrs(SiomkosCleerenetal.2008).Howthec

2、risisinfluencestheperfmanceofthecrisisbrtheaffectedproductcategycanbetrackedbymonitingthebr’sstockprice(Salin&Hooker2001)sales(Heerdeetal.2007).Byallaccountsthisresearchstreamprovidesmepracticalinsightsabouttheinfluenceo

3、ftheproductharmcrisis.ThisstudycontributestothethirdresearchstreaminthatweusedtheNBDDirichletmodeltoquantifytheproductharmcrisis’seffectonBPMs(includingperationmarketsharepurchasefrequencyshareofcategyrequirement)markets

4、tructureduringthe2005Nestlmilkpowdercrisis.DiscussionThisstudyfocusedontheNestlmilkpowdercrisisthatoccurredinChinain2005.Basedonpaneldatafrom336familiesintheBeijingareawestudiedtheeffectsofaproductharmcrisisonbrsmarketst

5、ructureusingtheNBDDirichletmodel.Wefoundfirstthatthemarketstructureintheprecrisisperiodwasstationary.Theproductharmcrisisdisturbedthebalancethemarketduringthecrisiswasnolongersteady.Asaconsequencethepredictionsofpurchase

6、frequenciesSCRswerenotconsistentwiththeobservedmeasures.FourmonthsaftertheoutbreakofthecrisistheoverallmarketwasstillnotbacktostationarystatusthereweresomedeviationsofSCRspurchasefrequencies.Thisindicatesthatthecrisis’si

7、nfluenceonthemarketstillexisteditmightlastfsometime.Howeveritisinterestingtopointoutthattheobservedmarketshareperationseemedtomatchthepredictedmeasuresinallthreeperiods.Whenthemarketwasnotsteadyintheduringcrisisthepostcr

8、isisperiodsdetaileddatashowthatinmostsituationstheobservedpurchasefrequencies(MengniuWondersun)SCRs(Nestl)weresignificantlylowerthantheestimatedmeasures.ThismayindicatethatMengniuWondersunacquiredsomenewcustomersfromNest