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| A Brand Crisis Prevention Model Guided by the Interaction Orientation |
| WEI Hai ying,YANG Guo liang |
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Abstract How to prevent brand crisis in the background of interactive environment? This paper argues that companies should consider how to launch the dialogue and interact with the customers at the strategic level, for enhancing their brand trust, conducting the majority of customers to participate in crisis-prevention works. Thus this paper introduces an important concept: interaction orientation and constructs the research model of “Interaction orientation→interactive quality→brand trust→crisis perception”. Empirical studies have found that interaction orientation help companies improve interaction qualities. By training the employees’ skills and problem-solving abilities, companies can increase the customers’ brand trust, which can prevent the spreading of the crisis incentives and reduce the crisis negative impact on customers.
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Received: 04 June 2012
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Corresponding Authors:
YANG Guo liang
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2012, Vol. 1 
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