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1、AbstractBRANDCRISIS'EFFECTONCOLLEGESTUDENTSBRANDTRUSTCHANGES—INTHEMOBLEPHONEINDUSTRYASANEXAMPLEABSTRACTBrandistheembodimentofanenterprise'scorevalues,isanimportantguaranteeforthequalityandcredibilityoftheenterprise,itcanhelpconsumerstoquicklydistinguishbetwe
2、enothercommodities,butalsocanhelptheenterprisetoobtainthehugemarketprofits.Butnowadays,duetotheenterprisemanagementispoor,theoutbreakofthecrisisoftheproductsshowedatrendofspreading.Howtocorrectlyhandlethecrisisprevention,crisishasbecomearequiredcourseofeache
3、nterprise.Productcrisiscanmakematurebrandhasestablishedrapiddeclineanddemise,itssubsidiarybrandswillbeahugeimpact.Totheextentofdamagecausedbythecrisisofhowtocorrectlymeasurenotonlybecomethefocusofbusinesscircles,alsobegantoreceivetheattentionofrelevantschola
4、rs.However,therelatedresearchathomeandabroad,researchoncrisishurtmostlyfocusedonproductcrisis,andthecrisisofcausedtosocialresponsibilityislessandless.Brandtrustisbetweenconsumersandenterprisesanimportantemotionalbonds,itcanhelptheenterprisetoresistthenegativ
5、eeffectsofbrandcrisis,toadjustthepositiveimpactoncrisisinformation.However,betweentheconsumerandthebrand'sbrandtrustisadynamicchange,especiallywhentheoutbreakofthecrisis,brandtrustwillhappentemporarilyevenfracture,permanentsomakechangesonbrandtrustvaliditycr
6、isisbeforeandafterthestudyisverynecessary.Therefore,thisstudywillfocusonthefollowingtwoaspects:first,thecrisiswillbedividedintoproductcrisisandsocialresponsibilitycrisis,toexplorethedifferentsituation,consumersforthedifferentreactionofcrisisinformation.Secon
7、d,tothemobilephoneindustryasanexample,simulatedexperimentmethod,tostudythecrisisbeforeandaftertheoutbreakofconsumerbrandtrustandpurchaseintentioninfluencevalidity.Inthisexperiment,collegestudentsasasample,usingthescenarioexperimentmethod,throughseverallayers
8、ofadvancingexperimental,theoreticalassumptionsofvarianceanalysis,factoranalysis,statisticalmethodsofdescriptiveanalysisoftheproposedinspectionapplication,distinguishestwotypesofconsumerbrandtrus
