Effect Of Brand Crisis On Brand Relationship Quality And Consumer Purchase Intention

At present, the crisis management has become an important issue for enterprise.To the enterprise, brand crisis management has become an inevitable choice to win the market competition. Brand crisis can quickly destroy the established brand, or even damage other brands which are associated with the crisis brand. How to manage the brand crisis is not only a focus of corporate manager, but also is an important subject of academic research. However, this research on brand crisis at home and abroad, focused on product harm crisis, whiles the lack of corporate social responsibility and moral crisis.In this context, based on consumer brand relationship perspective, the study focused on the effect of the type of brand crisis,consumer brand relationship qulity (CBRQ)and post-crisis enterprise response strategies on consumer's attitudes and behaviors. The main purpose of the study are as follows:(1) to investigate whether the brand crisis (product harm crisis and social responsibility crisis) on the CBRQ and purchase intentions are differences;(2) to explore the effect of post-crisis all kinds of enterprise response strategies and CBRQ on consumer purchase intention;(3) to explore whether differences in the consumer purchase intentions are effected by product involvement.Four experiments have been conducted to test the hypothesis by ANOVA with undergraduates as our participants. The results indicate that:(1) Product harm crisis can cause the more decrease of consumer's attitudes and purchase intention in original higher CBRQ; Social responsibility crisis cause the more decrease of consumer's attitudes and purchase intention in original lower CBRQ. (2) The effect of original CBRQ on crisis situation was moderate by product involment:the orginal CBRQ can resist crisis in durable goods such as cellhone, however the orginal CBRQ can aggravate the negative of crisis in nondurable goods such as toothpaste. (3) The effect of post-crisis enterprise response strategies on consumer's purchase intention by product involment; the answer is better than no answer in durable goods such as cellhone, however the responses to crisis aren't significant differences in nondurable goods such as toothpaste.In summary, this dissertation brings a new consumer relationship perspective to know and manage the brand crisis, and examines the difference effect of brand crisis under different product involvement and original CBRQ condition. It deepens theoretical research about brand crisis, and extends the application of CBRQ to the crisis management. These findings will bring some help to enterprise in crisis management.