Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)

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Research on the Impact of Brand Crisis on Enterprise Economy Based on SPSS Regression Analysis

Authors
Rong Xiang1, Shuai Nie1, *
1School of Business Administration, Zhejiang Gongshang University, Hangzhou, Zhejiang, China
*Corresponding author.
Corresponding Author
Shuai Nie
Available Online 29 December 2022.
DOI
10.2991/978-94-6463-042-8_51How to use a DOI?
Keywords
Economic management; SPSS; coping strategies; corporate reputation; brand relationship quality
Abstract

In today’s complex environment, the requirements for the ability of enterprises to deal with the crisis are higher and higher, which means that enterprises need to take appropriate crisis response strategies according to their own situation. This paper uses the questionnaire survey method, through the production and distribution of questionnaires, collect data, and then use SPSS software to analyze the data, test whether the hypothesis is tenable, and finally draw a conclusion. According to the data collected from the questionnaire, this paper uses SPSS17.0 tool for data analysis, including reliability analysis and regression analysis, to test the hypothesis of this study. This study finds: (1)coping strategies have positive effects on brand relationship quality;(2)coping strategies have positive effects on corporate reputation; (3)corporate reputation has positive effects on brand relationship quality;(4)corporate reputation plays an intermediary role between crisis coping strategies and brand relationship quality. The results show that when enterprises face defensible brand crisis, they should take corresponding countermeasures in time to reduce the negative impact of thecrisis, so as to reduce economic losses for enterprises.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)
Series
Advances in Computer Science Research
Publication Date
29 December 2022
ISBN
978-94-6463-042-8
ISSN
2352-538X
DOI
10.2991/978-94-6463-042-8_51How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Rong Xiang
AU  - Shuai Nie
PY  - 2022
DA  - 2022/12/29
TI  - Research on the Impact of Brand Crisis on Enterprise Economy Based on SPSS Regression Analysis
BT  - Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)
PB  - Atlantis Press
SP  - 349
EP  - 354
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-042-8_51
DO  - 10.2991/978-94-6463-042-8_51
ID  - Xiang2022
ER  -