The Study Of Consumer Attribution’s Impact On Brand Relationship Resumption Intention In Brand Misconduct Context

Recent years, various brands misconducts emerge endlessly, having a negative impact on brand itself and also doing harms to the relationships between brands and consumers, and even leading to rupture of brand relationships. All these lead an adverse impact to the enterprise development. Study shows that the brand-consumer relationship can be return after fracture, how to better renew brand relationships is a matter concerned by enterprises also by the theory circle.This paper starts by how consumers to attribution when they suffered brand misconducts, and emphatically analyzes the impact consumer attribution make on the intention for brand relationship resumption. For the literature review part of this article, first of all, clarifies the definition and the classification of brand misconducts, and then consumer attribution, at last studies the brand relationship related literature and leads to the relationship fracture and relationship resumption. Research framework of this paper is determined by the literature review, this paper discusses how consumer attribution affect brand relationship resumption intention, and brand relationship quality was studied in the process as a Regulating variable.This article uses the method of literature review and questionnaire survey method, combining the theoretical argument and logic reasoning. Through the SPSS software, this paper uses descriptive statistics analysis, validity analysis, reliability analysis, factor analysis, correlation analysis, regression, classification and verification regulation variables to analyze data collected. And then draw the following conclusions:Firstly, the three hypotheses of direct relationships between consumer attribution and the intention of brand relationship resumption were verified. Namely, all the three dimensions of the consumer attribution:locos, controllability and stability, have significant impacts on the brand-consumer relationship resumption intention. Regulating variable hypothesis gets a partly validation. At last this paper puts forward three suggestions to the enterprises:to guide consumer attribution, enhance brand relationship maintenance and pay attention to customer complaints.