How to effectively deal with brand crisis and protect brand equity has become the key challenge of catering enterprises' brand management. Therefore, this study focuses on the contents of brand perception, brand attitude and brand loyalty in the brand equity of catering enterprises. Taking a catering brand H as an example, through questionnaire survey and setting up various situations of brand crisis management, this study analyzes the influence of corporate crisis public relations on brand equity under brand crisis. The results show that brand perception, brand attitude and brand loyalty have significant effects; under brand crisis, the influence of crisis public relations on brand equity is significantly different.

Leyan Wang. Research on the Mechanism of Brand Equity in Catering Enterprises and Its Brand Crisis Management. Academic Journal of Business & Management (2023) Vol. 5, Issue 14: 15-19. https://doi.org/10.25236/AJBM.2023.051403.

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