中文摘要：

以制度理论的合理性视角及印象管理理论为基础探讨犯错品牌的合理化沟通策略。通过实验研究发现品牌犯错对品牌资产的影响受到品牌合理性的中介作用。品牌犯错后企业应该以坦诚的态度承认错误，同时以与犯错相关的制度性因素作为沟通内容会更容易形成消费者的合理性认知。

英文摘要：

This paper tries to explore the role of the institutional factors in brand failure, and finds that the legitimacy cogni- tion is the mediation mechanism between the brand failure and brand equity. Through the experiment, it gives some advices for the manager about how to mitigate the negative effect of brand failure. Specifically, for brand failure, if the manager can admit the failure sincerely, and communicate with content about the institutional factors, the brand can retain the brand le- gitimacy.