The Impact Of Product Harm Crisis On Brand Relationship Fracture In Western Fast Food Industry

With the development of our country’s economy，western fast food is becomingmore and more popular. There are more and more product harm crisis recent years.From the event of “Sudan red” to “Fast-growing chicken”which happened last year, theproduct harm crisis has destroyed consumer confidence of so many Chinese. But wealso find some interesting phenomenon: many customers keep buying some productswhen they complain about the brands. Is this phenomenon real? Can the behavior andthe mentality of consumers stay consistent? After product harm crisis, how many factorsaffect the brand relationship? These questions above need to be answered.In this paper, we deduce the mechanism of the product harm crisis fromconsumer’s view, and take the pre-crisis original brand relationship quality as amoderator variable. According to previous research and research situation, this articlechoose customer value perception as the measurement of variables to measuring productharm crisis. We choose the customer value perception gains and loose to measure thebenefit of customer value perception. Averagely, product harm crisis is some events.Based on preliminary investigation, this paper choose the real brand “McDonald” as theexperimental object, and select the event of "fast-growing chicken" as a scenario set inthis paper. Through questionnaire, we put forward some hypotheses which are between"consumers”、” brand relationship rupture” and "original brand relationship quality".This article use SPSS19.0as test tools to analyze datas.Firstly, we test the reliability andvalidity of the scale validation, after obtaining the scale reliability and validity, weanalysis correlation and regression of relevant variables.At the end of the paper, we summarized and proposed the conclusion of thisartical.Firstly; enterprises should pay more attention to product harm crisis. Productspresent their brands, regardless of the enterprise how to promote their self, if you can’tlet consumers feel the value of the product, consumers will never believe in you.Therefore, enterprises should pay more attention to the quality of our products to winthe confidence of the consumers, and then the enterprises could establish good brandrelationships with consumers. Secondly, even a strong brand should pay attention todevelopment the relationship between product quality and brand. Chinese market is notmature, after the product harm crisis many consumers maybe keep buying their products.But which we should note is that customer value perception on the brand is going downafter crisis. Thirdly, enterprises should do something to increase the consumer-transfer cost，if we can do that, then we can recover some loose which was coursed by productharm crisis.