Research On Impact Mechanism Of Corporate Response To Consumer-Brand Relationship Ending

In the market, there is a strange phenomenon, some there are no real danger and defect of the brand, after experiencing the defensible product harm crisis, the consumer-brand relationship produced different degree of change:some consumer-brand relationship instantaneous fracture, some got consumers more trust and support, thus forming more solid consumer-brand relationship. Under the defensible product harm crisis, what is the factor influencing the consumer-brand relationship? Which way influence these factors? The existing theories research did not reply to these problems.Lasting and fine consumer-brand relationship is one of the important goals in the business activities, under the product harm crisis, crisis management is not only the important means to reduce the damage, but also the key to transferring the crisis into an opportunity. It can make the company long-term profits rose 25%～80% when the consumer betrayed every 5% reduction (Reicheld and Sasser 1990), therefore, the paper wants to study a research on impact mechanism of corporate response to consumer-brand relationship ending under a defensible product harm crisis.On the base of reviewing the relevant theorems of consumer-brand relationship, of productions harm crisis,of perceived risk and perceived return, the paper provides a schedule of concepts, the main contents include the four aspects as follows:(1) Developed a quantification scale of consumer-brand relationship ending;(2) Analysed the direct effects between consumer-brand relationship ending and response to product harm crisis;(3)Analysed the effects of perceived risk and perceived return as mediator between product harm crisis and consumer-brand relationship ending;(4) Analysed the effects of risk attitude and original brand relationship quality as adjustment between product harm crisis and consumer-brand relationship ending.Based on the model, this author comes up with the hypothesis. Based on deep-interview and survey, we obtain the first-hand information. By correlation analysis, factor analysis,analysis of variances,linear regression and structural equation modeling ect.,we testified the hypotheses with SPSS15.0, AMOS7.0 in the study.The results show that:(1) Under the defensible production harm crisis, the hypotheses of influences on the consumer-brand relationship ending created by different actions has been partially pass through, among the actions, mitigation for consumer-brand relationship ending, clarification is better than no response, rectificative action is better than no response, rectificative action is better than against refuted. Clarification is not the best coping behavior in nowaday's market.(2) Under the defensible production harm crisis, the paper has confirmed that consumers' perceived risk and perceived return are both media.(3) Under the defensible production harm crisis, original brand relationship quality and the risk attitude only effected adjustment on the perceive risk.On the base of empirical research,the paper further build the physical change model of consumer-brand relationship in order to be more widely used the study,and the model can express the causality and quantitative relationship under four market conditions.Compared with former studies concerning brand relationship ending,the following aspects are unique points of this study:(1) A method contributionThe current researches mostly focus on empirical analysis, the prerequisite of this method is empirical data, this lead the research have two limitations, the first is that the result heavily depend on the conditions, the second is the research need collect data, if not, the work can't carry out. This limitations affect the scope and depth of the study. The paper try to transplant the law of physics into consumer-brand relationship analysis, construct a consumer-brand relationship evolution model, describe the influencing factors of consumer-brand relationship abstractly, and can be widely used. The method of constructing physical model is a supplement and an expanding to the traditionally empirical analysis.(2) A model about how to response to influce the consumer-brand relationship ending under defensible products harm crisisTo keep the good consumer-brand relationship is a important goal to a enterprise's business.Researches on relationship building or relationship ending are both to have a lasting and fine relationship.The existing research on consumer-brand relationship are mostly focus on the way of the relationship building,it's obviously lacking research on the break of the relationship.lacking of quantification scale of the consumer-brand relationship ending,which is the foundation of the futher study. Lacking of the research on under a critical condition,which can lead to the momentary break of the consumer-brand relationship,and its consequence is really serious.Thus,the research on the break of the consumer-brand relation in terms of the products harm crisis is full of value for practice and theory.The research construct the modal of the coping behavior of enterprise's effect on the consumer-brand relationship on the condition of the defensible products harm crisis.Through the study on the six different pair,,the paper drew the different conclusion with the primary research:Clarification is not the best coping behavior in nowaday's market. To turn the perceived risk and the perceived return to the two mediae has avoid the single-faceted case which only use the perceived risk as the variable.To discover the consumer decision's metal foundation under the products harm crisis,we futher dicovered that when the perceived risk is in limits,the effect of the perceived return is greater than the effect of the perceived risk, original brand relation quality and the risk attitude of the consumer only can adjust the perceived risk.These interesting findings open the break of the consumer-brand relationship ending.(3) Developed a quantification scale of the consumer-brand relationship endingThe study about consumer-brand relationship ending is in its beginning, the achievement just conclude the ending as a state of the development process of the brand relationship, didn't construct a specific qualification scale. The paper developed a quantification scale of consumer-brand relationship ending based on the human relations theory and turnover behavior, the constructing steps include in-depth interview, elementary evaluation, preliminary tests, scale revision, and so on. The quantification scale of the consumer-brand relationship ending is a foundation for the further researchThe paper divided the ending into two separate latitudes:emotion ending and action ending. This division remedy the defect of simple action analysis or emotion analysis, enrich the hierarchy and category of the consumer-brand relationship, have more real instructive significance.