隨著台灣媒體開放、言論自由的發展、以及消費者意識的抬頭，企業危機事件越來越常見，對企業的衝擊也越來愈大。其中，對於品牌的衝擊已為許多大公司所重視。但企業危機管理相關的研究較少探討非直接受害消費者以及潛在消費者對於危機實例的看法及反應。本研究以問卷調查方式了解消費者對於寶路、花旗、Nike等品牌之品牌個性認知，並針對「寶路問題狗飼料事件」、「花旗信用卡資料外洩事件」、及「Nike喬丹快閃事件」等企業危機實例，以立意抽樣方式訪談43位受訪者以了解其對於企業危機事件的看法與反應，並探討品牌個性在當中扮演的角色。研究結果發現企業之危機溝通策略適當與否的關鍵，在於企業的回應速度及態度。此外，企業之危機溝通過程會影響消費者之企業危機歸因結果，故企業應留心危機處理的每一步驟。本研究也發現，在危機事件中，品牌個性會影響消費者之品牌態度，故企業在進行危機處理時，應注意品牌個性的不同。例如具有真誠品牌個性的品牌，除了金錢物質賠償之外，很重要的是對於受害者精神層面的補償。

As the open media, free speech, and consumers’ self consciousness develop, corporate crises occur more and more frequently, and the impact is getting more and more significant. In crises, impacts to brands are concerned by many larger corporations. However, researches of corporate crisis management rarely investigate the viewpoints and reactions from indirectly affected consumers and potential consumers. This research conducts a questionnaire to understand consumers’ recognition to brand personalities of Pedigree, Citibank, Nike, and targets at the practical crises, such as “Pedigree’s problematic dog food”, ”Citibank’s credit card privacy leak”, “Nike and Michael Jordan’s flash show”, interviewed 43 interviewees by purposeful sampling to understand their viewpoints and reactions toward corporate crises, and investigate the role of brand personality. The result shows that the key of proper crisis communication strategy depends on corporations’ response promptness and attitude correctness. Moreover, crisis communication process will affect consumers’ attributing of crisis reasons. Therefore, corporations should watch every step of crisis processing. This research also discovers that brand personality will affect consumers’ brand attitude, therefore enterprise should take care of the difference of each brand’s personality when processing crisis management. For instance, in addition to provide monetary and material pensions, the most important pension a brand with sincerity brand personality should provide is to consumers’ mental damages.

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