中文摘要：

如何处理品牌危机是当前企业面临的重大难题。本文以产品危机为例，研究在不同的品牌关系规范的调节作用下，不同的企业危机反应策略对消费者品牌态度和购买意愿的影响。通过情境模拟实验，本研究共收集到629个有效样本。运用描述性统计、方差分析、卡方检验和结构方程模型等工具，对调查数据进行统计分析。结果表明：消费者品牌态度在企业危机反应策略与购买意愿之间起到中介作用，而品牌关系规范对企业危机反应策略与消费者品牌态度之间的关系有调节作用。

英文摘要：

How to deal with brand crisis,which the current enterprises have to face, has become a significant difficult problem. In this study, taking the product crisis as an example, and using brand relationship norms as moderator, studies the impact of response tactics for enterprise crisis on consumers＇ brand attitude and purchase intention. We altogether collected 629 effective questionnaires through scenario experimental method. Through applying descriptive statistics, ANOVA, chi-square test and SEM etc, we confirmed the mediator effect of consumer brand attitude on the relationship between response tactics for enterprise crisis and purchase intention, and the moderating effect of brand relationship norms on the relationship between response tactics for enterprise crisis and consumer brand attitude.