| Everyone’s heart is affected by food safety, and unsafe food recall is significant forconsumers and businesses. Survey shows that consumers are increasing dissatisfied with thefood security situation, after the price level of dissatisfaction, so that consumers areincreasingly worried about food safety. Under the complex environment of economicglobalization and information globalization, consumer rights awareness is growing, demandof quality of life is increasing high, more familiar with the brand proficient and discernment.Also in Internet age, information dissemination is in short time. Sources of information andmass media show a wide range. The information asymmetry and opaque make the effect ofincreasing the spread of negative information. Consumers are direct recipients of information.They will be affected and the business is in crisis. So brand equity of the enterprise importantintangible assets changes by consumer cognition and trust and subjects to varying degrees ofinfluence. It is a hit for increasingly focusing on building brand equity companies. In Sanlumilk powder recall, a well-known brand is out of the stage of history in the time just a fewmonths. Melamine has left a mark to consumers and the dairy industry."Bacteria doorincident" makes Sanquan Foods, synear, Wanchai Ferry the three well-known brands offrozen food industry in trouble. After the incident Sanquan Foods started the recall, althoughthis incident has brought heavy losses to Sanquan share price, most experts generally holdthat it is influential in short-term but is still optimistic in long-term. They is expected toachieve a return to normal later in the sales market faster sales growth. In Yili Groupvoluntarily recalling milk powder incident, although there is no limit in milk powder mercurycontent standards at home and abroad, Yili Group having a responsible attitude to consumersinitiated the voluntary recall and promptly examined the reasons. This maintains the corporateimage in consumers hearts, restores consumers confidence and protects the company’s brandequity. Food safety is in the context of global attention, and food safety incidents is difficult toavoid. The impact of different response measures taken by companies is different. Therefore,this paper as a starting point to food recall, studies its impact on brand equity for crisismanagement in the food industry to make some contribution. Based on theory and research results at home and abroad to start discussion, we mainlyuse literature research, questionnaires and statistical analysis to study and analysis. In thisstudy, food recall strategy as a research variable, mainly discusses the voluntary recall,ordered recall and deny the problem or do not recall three strategies impact on corporatebrand equity. Measuring brand equity combined with previous research mainly on perceivedquality, purchase intention, brand attitudes and brand loyalty in four dimensions. This paperbuilds a conceptual model and proposes the research hypothesis. After the data processing,analysis and a series of studies, the research hypothesis are verified. Concluded: in the face offood recall, the enterprise takes voluntary recall strategies to improve the brand equity; in theface of food recall, the enterprise takes ordered recall the products in question to make thebrand equity losses; in the face of food recall, if the enterprise denies or takes the do not recallstrategy, corporate brand equity will suffer great loss.On the surface, the crisis often brings a negative impact, but when companies face unsafefood event, enterprise should in the interests of consumers as the fundamental starting point,initiatively assume responsibility, recall for the first time, truly reflect events, ensureconsumers receive timely and transparent information. These can reshape consumer trust,restore consumer confidence, then the corporate brand equity will be maintained and raised.Food companies should face the recall, and build enterprise brand equity to makeinternational integration. |
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