The Effects Of Brand Relationship Norms And Brand Reputation On Consumer Risk Perception

The Effects of Brand Relationship Norms and Brand Reputation on Consumer Risk PerceptionAlong with the development of market economy and the deepening of our reform and opening up, the products on the market has become increasingly rich and colorful, its fierce competition is unprecedented degree.The function gap of product between enterprises reduced gradually,the differences of product are also not obvious.In such a market environment relying on products and services to attract and retain customers is impossible,because the customer need spiritual aspirations.Enterprise to long-term survive just must satisfy the needs of the consumers.This requires the brand and consumer to establish consumers - brand relationship.This paper mainly studies the effects of brand relationship norms on consumer perception of risk.Firstly Clark and Mills discussed the difference between communal relationship and exchange relationship. Summary found in communal relationships people think that meet the needs of others is his responsibility, and is selfless not return, such as lover, family, good friend relationship.In exchange relationship people meet needs of others is to obtain comparable income in return, such as commercial relations, stranger relations.This paper extend Aggarwal (2004) puted forward standard categories of the relationship norms,relationship norms are divided into communal relationship norms and exchange relationship norms.In exchange relationships, giveing others the interests and expect to earn a comparable income returns or as previously receive benefits compensation, this relationship is similar to the standard business partner communication mode.contrary,communal relationship norms paying interests for others is to meet the needs of others or show concern for others.Brand reputation is on brand product attributes of evaluation and expectations of corporate brand of the future behavior from the contact between customer and brand.Consumers perceived risk is a feeling of uncertainty for the unexpected results arising from the purchase.On the basis of theoretical summary this paper through scale measured variables,through the statistical software spss17.0 the collected datas were statistically analyzed.The results found as the intensity of communal relationship regulating increased, consumers perceived risk reduction,but as the exchange relationship strength enhanced, consumers perceived risk increases.Brand reputation and customer perceived risk maintained a negative correlation,the higher the brand reputation is the lower consumer perceived risk.Meanwhile brand reputation adjusting intensity between exchange relationship norms and consumers perceived risk,as he higher brand reputation,the relationship is weaker,as he lower brand reputation,the relationship is stronger.But the moderator of brand reputation between communal relationship norms and customer perceived risk was not significant.Because in communal relationship norms between consumers and brand is in the heart of mutual help as the families and friends relationship.The uncertainty of purchase process and results will not change with brand reputation.