论文基于上述的思考，采用文献研究法、内容分析法及实证研究法，以新浪微博
上对百度“魏则西”事件的评论为研究样本，研究道德型负面曝光事件对企业品牌资
产的影响
论文阐述了企业建立品牌资产的重要性及道德型负面曝光事件的发生对品牌资产
的损害，并以此为出发点 出本研究的研究目标和研究价值，简要介绍论文的研究框
架与技术路线等。通过对国内外文献的梳理，论文从理论上考察企业伦理、品牌资产、
道德型负面曝光事件及其相关关系，并梳理国内外学者 出的品牌资产模型、分析品
牌资产的构成维度，找出适用于本研究的品牌资产维度。在结合国内外学者理论成果
的基础上，构建本研究的品牌资产研究模型，并根据模型 出相关假设。在研究过程
中，本研究首先进行样本收集，再根据研究内容构建分析类目，并对样本进行信度分
析。在结果分析阶段，论文采用 ROST CM6 词频分析软件对评论进行样本特征分析、
词频分析、语义网络分析及情感分析，根据词频分析结果进行高频词编码和分类，并
依据构建的分析类目进行详细分析，从而证明或证伪本研究所 出的研究假设。同时，
论文采取实证研究法来进一步分析上述结果。最终，论文通过对研究结果的分析，给
出企业发生道德型负面曝光事件后的应对策略。本研究的研究成果如下：（1）企业发
生道德型负面曝光事件后，其感知质量、品牌联想、品牌忠诚都会受到损害，进而导
致品牌资产下降。（2）品牌资产维度间存在层级关系，品牌联想对感知质量产生正向
影响，感知质量对品牌忠诚产生正向影响以及品牌联想对品牌忠诚产生正向影响。研广东工业大学硕士学位论文
II
究发现，品牌资产起始于消费者联想及质量认知，形成品牌忠诚后，进而获得品牌资
产
本研究的创新点在于：（1）国内外对于道德型负面曝光事件的研究相对较少，大
部分学者研究的是产品型负面曝光事件，而基于道德型负面曝光事件对品牌资产影响
的研究相对比较空白，本研究填补了对该领域研究的空白。（2）学者们对品牌资产的
影响研究大多采用实证研究方法，对调查者采用问卷调查来探索论证，而很少有学者
会采用内容分析法。而本研究使用内容分析法与实证研究法相结合的方式，克服定性
研究的主观性和不确切性等缺陷，达到对样本材料更深刻、更精确的认识
关键词：道德型；负面曝光事件；品牌资产；影响ABSTRACT
III
ABSTRACT
With the rapid development of science and technology, the arrival of the new media era,
the speed of information dissemination has been greatly improved. Once enterprise appears
morality-related negative publicity, its high speed and wide scope of transmission bring
profound influence to brand equity. Such as Baidu Wei Zexi event, Shenzhou car refused
to black car poster event, Apple sweatshop events and so on. Today&39;s consumers concerned
about business ethics increasingly, the tolerance of enterprise immoral behavior is getting
smaller and smaller. However, previous studies on the effect of brand equity with negative
publicity mainly concentrated in the product level instead of moral level. The arrival of the
moral crisis will collapse the brand equity instantly which enterprises work hard for many
years. Therefore, in the case of morality-related negative publicity appear frequently, it is
increasingly important to study the effect of brand equity with morality-related negative
publicity.
Based on the above thinking, the literature research method, content analysis method
and empirical analysis method are used to analyze the Baidu Wei Zexi event which on the
Sina Weibo as the research sample, to study the effect of brand equity after the occurrence of
morality-related negative publicity.
The paper expounds the importance of the establishment of brand equity and the
damage of brand equity with morality-related negative publicity, puts forward the research
goal and research value of this study, briefly introduces the research framework and
technical route of the paper. Through combing the domestic and foreign literature, the paper
focuses on the study of enterprise ethics, brand equity, morality-related negative publicity
and their relationship, and summarizes the brand equity models proposed by domestic and
foreign scholars, analyzes the constituent dimensions of brand equity and the construction of
brand equity. Based on the theoretical achievements of domestic and foreign scholars,
constructs the brand equity model of this research., and put forward the relevant hypothesis
according to the model. In the course of the study, sample collection is carried out first, and
then the analytical categories are constructed according to the research contents, and the广东工业大学硕士学位论文
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reliability analysis of the samples is carried out. In the stage of result analysis, ROST CM6 is
used to analyze the characteristic of the sample, word frequency, semantic network and
emotion. And then according to the word frequency analysis results for high-frequency
vocabulary coding and classification, and based on the analysis of the type of detailed
analysis, proving the hypothesis or not. Moreover, the paper verifies the above results with
empirical analysis method. Finally, through the analysis of the research results, the paper
provides the coping strategies after the occurrence of morality-related negative publicity. The
results of this study are as follows:(1) After enterprise appears morality-related negative
publicity, the perceived quality, brand association, brand loyalty will be damaged, leading to
decline in brand equity.(2) There is a hierarchical relationship between brand equity, brand
association has a positive impact on perceived quality, perceived quality has a positive
impact on brand loyalty, and brand association has a positive impact on brand loyalty. The
study found that brand equity began in consumer association and quality awareness, the
formation of brand loyalty, and then access to brand equity.
The innovation of this research is: (1) There are few relative studies on the
morality-related negative publicity at home and abroad, most scholars have studied the
product-related negative publicity, and the field of research on the effect of brand equity with
morality-related negative publicity is relatively blank, but this study will fill the gaps in the
field of research.(2) Most of the research on the effect of brand equity is based on empirical
analysis, and the questionnaire is used to explore the argument, but few scholars used
content analysis method. The paper uses a combination of content analysis and empirical
analysis, it is possible to overcome the subjectivity of qualitative research and inaccuracies
and other defects, the sample material to achieve a deeper, more accurate understanding.
Keywords: Morality-related; Negative Publicity; Brand Equity; Effect目 录
V
目 录
摘要.....I
ABSTRACT ... III
目 录...V
CONTENTSVIII
第一章 绪论....1
1.1 研究背景 ........ 1
1.2 研究意义 ........ 3
1.3 研究方法 ........ 4
1.4 研究内容与框架 ........ 5
1.5 可能的创新之处 ........ 7
第二章 文献综述........8
2.1 企业伦理 ....
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