中文摘要：

品牌危机不仅伤害品牌关系，还会在一定程度上引发消费者与企业两类“社会群体成员”之间的关系冲突。加大交易成本、破坏交易规则和社会稳定。为预防社会关系冲突的形成，本文探讨了品牌危机演化为社会关系冲突的机理；借助解释学研究方法，深入剖析品牌危机引发社会关系变异的实质．构建了产品性能相关（包括产品性能有害类和产品性能无害类）与价值观相关两类品牌危机演化为社会关系冲突的动态模型。研究发现．品牌危机将通过“利益受损意识”、“情感唤起”和“组织化努力”三个阶段演化为企业与消费者群体以及消费者与消费者群体之间的关系冲突。具体而言．品牌危机使消费者感知心理安全感或自我概念受到威胁．这种对利益受损的意识导致原始情感或道德情感唤起．继而驱动消费者寻求组织化努力（仪式互动或自我概念维护）以维护受威胁的利益。最后．本文从品牌危机管理观念、防御体系以及具体策略三个方面为企业应对品牌危机、防范和化解社会关系冲突提供管理建议。

英文摘要：

Brand crises can not only hurt brand relationship, but also induce conflict that threatens the social relationship between consumers and corporates in a certain extent. If it happens, transaction costs will increase and trading rules and social stability will be broken. To prevent the generation of social relationship conflicts, this research explores the underlying mechanism that transforms brand crises into social relationship conflicts. Using hermeneutic approach, the research analyzes the nature of the aberrance of social relationship in brand crises, and builds a dynamic evolution model of social relationship conflicts in performance-related （including harmful performance-related types and harmless performance-related types） and value-related brand crises. The research shows that the evolution model of relationship conflicts between consumers and corporates or between consumers in brand crises consists of three phases, including awareness of impaired interests, emotional arousal and attempts at organization. Specifically, brand crises threaten consumers＇ psychological security or self- concept, which arouses consumers＇ basic and moral emotions. Consequently, consumers seek for attempts at organization （ritual interaction or self-concept maintenance）, so as to maintain the threatened interests. Finally, this research provides insightful managerial advice for companies on how to cope with brand crises, and prevent social relationship conflicts in respect of brand crisis management philosophy, defense system and specific strategies.