产品伤害危机对品牌绩效指标的影响[外文翻译]

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1、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,whennewsspreadthatmorethan100peoplehaddiedinaccident

2、sinvolvingdefectiveFirestonetyres,thecompanyhadtorecallmillionsofitsproducts(AdvertisingAge2000).InSeptember2008,6244babiesinChinawerediagnosedassufferingfromnumerousailmentsafteringestingthepoisonousSanluformula(PeopleDaily2008).Havingusedallofitscashreservesforproductrecallandme

3、dicalpayments,SanluCompanywasdeclaredbankruptin2009.In2005,NestléCompanymistakenlysoldmilkpowderthatcontainedmoreiodinethanChinesenationalstandardspermitinthemarket.Whenthenewsbroke,Nestléhadtomakeapublicapologyandremovethedefectiveproductfromshelves(ABCNews2005).Afterthiscrisis,i

4、nanefforttorestorereducedsales,NestlégaveoutsamplesandstationeddoctorsinBeijingsupermarketstodealwithcustomers’concerns.Theseexamplesclearlysuggestthataproduct-harmcrisiscanseriouslyimperilabrand’sperformance-andeventotallydestroyacompany,asinthecaseofSanlu.Therefore,understanding

5、howaproduct-harmcrisisinfluencesbrandsandthemarketstructureisofgreatpracticalandtheoreticalinterest.TheNBD-Dirichletmodel(Ehrenberg1988)isawell-establishedstatisticalmodelandhasbeenextensivelyusedtoauditandpredictbrandperformancemeasures(BPMs)understationaryanddynamicmarketstructu

6、res(Ehrenbergetal.2004).However,thismodelhasnotbeenusedtoanalysetheinfluenceofproduct-harmcrises.Sinceaproduct-harmcrisiscangreatlyaffectbrandperformance,itisreasonabletoassumethat,bymonitoringtheBPMsthroughtheproduct-harmcrisis,wecanindirectlyobservehowaproduct-harmcrisisinfluenc

7、esbrandsandthemarketstructureofthisproductcategory.Thisapproachshouldprovidesomepracticalbenefitsfromanewperspective.OurmainobjectiveinthispaperistousetheNBD-Dirichletmodeltomonitortheleadingbrands’BPMsduringthe2005Nestléproduct-harmcrisisthatoccurredinChina.Bycomparingtheobserved

8、BPMsofthepre-,duringandpost-crisi