Abstract: Experimental method is employed to focus on the distinctive choices of costumers purchase will of different products from companies with the help of brand control. It is concluded after issues of products: first, at the very moment when this sort of issues happened, compared to lowersimilar products, the purchasing will of customer is so limited to highsimilar products. Second, after issues of products happened, buyers have neither a less purchasing will to get a lowersimilar products nor evidently different purchasing will on highsimilar products of notsogood companies, compared with their counterparts.

Key words: issues of product, brand reputation, products similarity, customers purchasing will

摘要： 通过实验方法，研究危机事件发生后，在品牌声誉调节作用下消费者对企业相似性不同产品购买意愿的差异性。得出结论：产品危机事件发生后，相对于低相似性产品，消费者对高相似性产品购买意愿负向影响较大；相对于高品牌声誉企业，消费者对低品牌声誉企业的低相似产品购买意愿较低，对低品牌声誉企业的高相似产品购买意愿无显著差异。

关键词: 产品蝲录?品牌声誉, 产品相似性, 购买意愿