The evolution of brand crisis based on brand relationship

The previous studies about the evolution of brand crisis are mainly based on enterprise management perspective. This paper tries to study the evolution of brand crisis on the perspective of brand relationship. On the basis of literature study, brand crisis cycle is divided into three stages: Latency, Outbreak and Recovery. Collecting datas through experimental method, the paper concludes the following conclusions: firstly, Outbreak has the lowest commitment / relevance degree and belonging / attention degree in the evolution; secondly, there is no difference in trust / respect degree between Recovery and Outbreak; lastly, association / recognition degree doesn´t change significantly in brand crisis cycle. Based on the above results, the paper gives some suggestions on how to deal with brand crisis in various stages of the evolution.