The Research Of Influence Of Consumers' Brand Loyalty On Attribution Of Responsibility In Product Crisis

In recent years, product crises occur frequently in China while the research on crisis management can't meet the demand from marketing practice. On this background, this study refers to the mature conclusion from foreign study, introduces attribution theory into the model of consumers'response to product crisis and raises series of hypotheses about influence of consumers'brand loyalty on attribution based on cognitive dissonance theory. To validate these hypotheses, this study chooses dairy products as experiment object for experimental study. Through independent samples T-test and structural equation models (SEM) analysis, this study verifies the applicability of following 2 models for response of Chinese consumers to product crisis:(1) Model of responsibility attributionConsumer will attribute the responsibility of crisis event from dimensions of locus, stability and controllability, which leads to his/her blame attitude. The model of responsibility attribution is used universally in the research area of consumers'response to product crisis in foreign countries, but seldom in China now. This study tests whether the model is applicable for domestic consumer, and proves it for the first time, laying the foundation for further in-depth study.(2) Model of influence of brand loyalty on attributionThe outbreak of product crisis brings more intensive cognitive dissonance to its more loyal consumers, who will more intend to reconcile dissonant cognitive factors. Such subconscious intention results the different responsibility attribution judgments between consumers with high and low brand loyalty to the same crisis event. In addition, when consumer makes buying decision, both his/her brand loyalty and brand evaluation will influent consumers'buying intention.On the foundation of influence of consumers'brand loyalty on attribution in product crisis, this study reveals the important role of brand loyalty played in product crisis and puts forward the proposals of"classified crisis management strategy based on brand loyalty", which could direct enterprise marketing practice.