The Impact Of Brand Relationship Alternatives And Investment On Brand Relationship Commitment

After the earthquake and tsunami in the Japan, an opportunity of business can not be ignored. The price of many electronic product of Japan have progressive raised in the past few days. Consumers have to add their investment under these circumstances, and it's an opportunity to the corporation and the brand. It's can not get some achievements in competitions of consumers by the hard of brand oneself. Just for this reason more and more scholars bring forward brand relationship commitment.We found brand relationship alternatives; brand relationship investment and brand relationship commitment have a close connection. After checking we found the moderator effect of brand relationship investment between brand relationship alternative and brand relationship commitment isn't exist. This paper has prove the mediator effect of brand relationship investment between brand relationship alternative and brand relationship commitment is remarkable, and then we found the mediator effect of brand relationship alternative between brand relationship investment and brand relationship commitment is remarkable. After the compares of significance of brand relationship investment and brand relationship alternative, we found the mediator effect of brand relationship investment is more important than brand relationship alternative. In the end of paper we have introduce the index of brand relationship advocacy to prove the all dimensions of brand relationship commitment can influence the brand relationship advocacy. We want to get more attention form corporation and brand to brand relationship investment and brand relationship alternative. The talk of the dimensions of brand relationship commitment is for the help to the corporation and brand found importance when they are paying attention to the consumers.Chapter I: Introduction. This chapter we introduces the research background, purpose and frame of this analyze. Through the review of current research we have point out the importance of brand relationship commitment, and then we have show the necessity of study about brand relationship alternative and. At last, we set forth the meaning and purpose from both theoretical and practical aspects.Chapter II: Literature Review. First of all, in the aspect of brand relationship commitment theories, this chapter explains the concept, the content, the demission of measure and demission. Secondly, this paper explains the driving indexes of brand relationship commitment, from truth, service quality to relationship income to emphatically point out the brand relationship investment and brand relationship alternative. Thirdly, this paper has explained the influence among brand relationship investment, brand relationship alternative and all the demission of brand relationship commitment. At last, this paper has explained the outcome of brand relationship commitment and introduced an important outcome of brand relationship which has been explained about its importance in this paper.Chapter III: Research and Design. Firstly, through review and assessment of extensive literature then set up the first hypothesis of this paper. Secondly, this paper has hypothesis the negative direction between brand relationship investment and brand relationship commitment, and then this paper has hypothesis all demission of relationship between brand relationship commitment and brand relationship advocacy. Thirdly, this paper describes the method of literature analyze, questionnaire survey and data processing. At last, this paper has describes the questionnaire design and data collect.Chapter IV: Data Analyze. We have made a descriptive analysis about this paper firstly. Secondly, this paper has check out the reliability and validity about the measuring scales is all right. At last, this paper has checks out all hypothesis of this paper. We found the moderator effect of brand relationship investment to between brand relationship alternative and brand relationship commitment is not exist, because of the data of the moderator effect is not remarkable. In this part, we found brand relationship investment is influence the relationship between brand alternative relationships and brand relationship commitment as a mediator variable, brand alternative relationship is also influence the relationship between brand relationship investment and brand relationship commitment remarkable. At last, we found all demission of brand relationship commitment can influence the brand relationship advocacy remarkable.Chapter V: Conclusions and future directions. Firstly, this chapter described the conclusion of this paper, which is to say, brand relationship investment can influence brand relationship commitment negative; the moderator effect of brand relationship investment to between brand alternative relationship and brand relationship commitment is not remarkable; brand relationship investment can influence the brand relationship commitment and its all demission positively. The mediator effect of brand relationship investment between brand relationship alternative and commitment is more remarkable compare to the mediator effect of alternative. Secondly, this chapter shows the limitations of this study. At last, this chapter shows future research directions.