The Empirical Study On Brand Relationship Quality As A Mediator Between Marketing Ethics And Customer Perceived Risk

As the market matures, competition in today's market has gradually transition from product-led to brand-led technology, in this context enterprises are to better survival and development,we must attach importance to the relationship between brands and consumers. Another, consumer values and consumer attitudes are also has changed with the development of competition. Their attention of the product has been gradually transferred to the additional experience from the individual brand and corporate marketing ethics. Spiritual and psychological consumer spending has gradually become the mainstream than material consumption. So simple physical products can not meet the psychological needs of consumers, but also the expression of social values, self-image and brand personality expression highlights. At the same time as product can not guarantee their own quality, corporate reputation and ethics of marketing gradually reduce the risk of a consumer perception and purchase of major reference. Since the marketing ethics is a new field of study as research has found,that many scholars found, companies with marketing ethics often has a good business reputation and image, this time easier for consumers to trust companies, and enterprises to maintain a steady relationship between the brand, while consumers perceived risk will be reduced, as consumers from buying decisions and actions will be more inclined to have a marketing business ethics. Therefore, marketing ethics, brand relationship quality and consumer perception to the risk of a too-apparent of the research.Research on marketing ethics scholars are often concentrated in marketing and business reasons of morality and moral performance of non-marketing.Some empirical studies have mostly focused on the perspective of the enterprise.Chinese scholars on GanBiQun research opens up a new research perspective. Analysis from the consumer point of view the performance and impact of marketing ethics. Research on this important reference. Brand Relationship Quality and brand relationship quality dimensions of domestic and international scale has been more mature, but this paper is to study the situation of China's local results. The brand relationship quality is divided into six dimensions: ocial value expression, trust, commitment,self-concept association,real and assumed emotions and interdependence. Perceived risk of consumers have been more mature definition and dimensions. In the choice of dimensions, the paper chose the most basic consumer perceived risk of the three dimensions of the public, financial risk, physical risk and social risk. In the study of existing literature, marketing ethics and the relationship between perceived risk of consumers, Marketing Ethics and the relationship between the Brand Relationship Quality, Brand Relationship Quality and the relationship between Perceived Risk of consumers, and the intermediary role of brand relationship quality have been directly or indirectly related to academics confirmed. However, the research scholars home and abroad, on the relations among less. And the brand relationship quality as a mediator to study the relationship of the three literature less. This article as an independent variable to marketing ethics, consumer perceived risk as the dependent variable, brand relationship quality as a mediator, to the mobile phone industry as an example of brand relationship quality in the marketing ethics and consumer intermediary role between perceived risk, while six dimensions of brand relationship quality to verify the intermediary role.In this paper, based on the research scholars more representative study by questionnaire, to finalize the questionnaire. There are two ways to disseminate the questionnaire, part of the campus of Jilin University, were randomly conducted a questionnaire survey to investigate the other parts of the network, both paid out to the students the main sample. After recovery in the questionnaire, using statistical software SPSS17.0 statistical analysis of the samples, and Scale reliability and validity testing, through correlation and regression analysis and verification of intermediary role, draw their own conclusions: marketing ethics of the brand relationship quality have significant positive impact on consumer perceived risk have significant negative effects. Brand Relationship Quality on consumer perceived risk have significant negative effects, marketing ethics and consumer perceived risk partially mediated between. Brand relationship quality among the six dimensions of the intermediary role of research, marketing ethics and consumer confidence in the perceived risk intermediary role between the most significant commitment to Second, there really should be feeling with the relatively weak, while the social value expression, interdependence, self-concept association was not significant intermediary role, need to be further studied in more detail.In the fierce market competition, enterprises must clearly realize that the focus of competition in the market has shifted from product itself to the brand relationship. Consumer - brand relationships directly affected by the corporate marketing ethics. Therefore, enhance their marketing ethics construction has become the important content for enterprises to and can not be ignored.In the same time strengthening the construction of marketing ethics enterprises should focus on improving and keep the quality of brand relationships. Only that can reduce the loss of consumers and guarantee the purchase of consumer. Enterprises want a place in the fierce market competition; they have to maintain good brand relationships with customers, provide customers with personalized brand, enhance customer perception of brand personality and enhance the trust of customers. At the same time they need strengthen their moral construction of marketing, on the one hand to provide consumers with quality products and real advertising information, and then using real and reliable means in the sales process not only to fulfill their social responsibility but also to actively improve the brand's reputation and reputation. After that they can reduce the perceived risk of consumers, occupation the mental and psychological of consumer spending,and also increase consumer purchasing, customer satisfaction loyalty , win more chips for the enterprises at last.