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,whennewsspreadthatmorethan100peoplehaddiedinaccidentsinvolvingdef

2、ectiveFirestonetyres,thecompanyhadtorecallmillionsofitsproducts(AdvertisingAge2000).InSeptember2008,6244babiesinChinawerediagnosedassufferingfromnumerousailmentsafteringestingthepoisonousSanluformula(PeopleDaily2008).Havingusedallofitscashreservesforproductrecallandmedicalpayments,SanluCompany

3、wasdeclaredbankruptin2009.In2005,NestléCompanymistakenlysoldmilkpowderthatcontainedmoreiodinethanChinesenationalstandardspermitinthemarket.Whenthenewsbroke,Nestléhadtomakeapublicapologyandremovethedefectiveproductfromshelves(ABCNews2005).Afterthiscrisis,inanefforttorestorereducedsales,Nestléga

4、veoutsamplesandstationeddoctorsinBeijingsupermarketstodealwithcustomers’concerns.Theseexamplesclearlysuggestthataproduct-harmcrisiscanseriouslyimperilabrand’sperformance-andeventotallydestroyacompany,asinthecaseofSanlu.Therefore,understandinghowaproduct-harmcrisisinfluencesbrandsandthemarketst

5、ructureisofgreatpracticalandtheoreticalinterest.TheNBD-Dirichletmodel(Ehrenberg1988)isawell-establishedstatisticalmodelandhasbeenextensivelyusedtoauditandpredictbrandperformancemeasures(BPMs)understationaryanddynamicmarketstructures(Ehrenbergetal.2004).However,thismodelhasnotbeenusedtoanalyset

6、heinfluenceofproduct-harmcrises.Sinceaproduct-harmcrisiscangreatlyaffectbrandperformance,itisreasonabletoassumethat,bymonitoringtheBPMsthroughtheproduct-harmcrisis,wecanindirectlyobservehowaproduct-harmcrisisinfluencesbrandsandthemarketstructureofthisproductcategory.Thisapproachshouldprovideso

7、mepracticalbenefitsfromanewperspective.OurmainobjectiveinthispaperistousetheNBD-Dirichletmodeltomonitortheleadingbrands’BPMsduringthe2005Nestléproduct-harmcrisisthatoccurredinChina.BycomparingtheobservedBPMsofthepre-,duringandpost-crisi