Abstract: The previous research paid more attention on the repair effectiveness of passive crisis response, but less on the effect of initiative crisis response(called stealing thunder) on the repair effectiveness above. Based on the exploratory research on the repair effectiveness of initiative and passive crisis response strategies through in-depth interview, this article tested the moderating role of stealing thunder and the mediating role of perceived accumulative equity by two 2(stealing thunder: yes/no) ×2(brand crisis response strategy：affection-leading/function-leading) experimental designs. The result revealed that in the situation of two brand crises with stealing thunder, there is no significant difference between the repair effectiveness of two kinds of response strategies. In the situation of product -related crisis without stealing thunder, compared with affection-leading strategy, the function-leading strategy led to higher level of perceived accumulative equity and further better repair effectiveness. In the situation of morality-related crisis without stealing thunder, compared with function-leading strategy, the affection-leading strategy led to higher level of perceived accumulative equity and further better repair effectiveness. This result provided reference for companies to apply crisis response strategies appropriately in the situation of two brand crises with stealing thunder or not.

Key words: Brand Crisis, Repair Effectiveness of Brand Crisis, Brand Crisis Response Strategy, Stealing thunder, Perceived Accumulative Equity