中文摘要：

准确评估产品伤害危机对消费者购买行为造成的影响是企业正确管理危机的前提。现有研究多数是把消费者作为无差别的整体来研究，本研究根据品牌和客户购买决策的差异把客户分类，把消费者购买的决策过程和购买后行为提炼为品牌声誉和品牌忠诚，比较危机管理过程中消费者行为的变化，评估和剖析危机管理对消费者的影响。

英文摘要：

the product - harm crisis management affects consumers＇ purchasing behavior, it is important for enterprise to evaluate the effect and understand the evolution. Most of the existing researches hypothesis that all consumers have the non - differential purchasing behavior; it is unacceptable for diverse personality in real marketing field. The paper segments the customers by the difference of brand and consumers＇ decision on the base of Engle＇ s model, evaluates and analyzes the affect of product - harm crisis to the relation between brand reputation and brand loyalty.