Effect Of Brand Crisis On Brand Relationship Quality And Consumer Purchase Intention

With the brand crisis more and more frequent, whether the enterprises can handle the brand crisis has affected their existence, how to handle the brand crisis has become the focus of enterprise’s managers.In academic circles, this paper also has the important significance.However, many scholars in academic circles studied the product crisis by the qualitative method, or studied the strategies and tips of crisis management.They did not study the consumer’s response to the crisis. This study will divide the brand crisis into two types from the perspective of the brand relationship.One is the product quality crisis, one is social responsibility crisis. Study the effects of two kinds of crises on the brand relationship quality and consumer purchase intention. The paper hopes to complete the following research objectives:(1)Compare two different kinds of crisis, look for the influence on brand relationship quality and consumer purchase intention, and compare the differences between these effects.(2)to explore how the original brand relationship quality between consumer and brand will affect the brand crisis.The study makes the youth in Henan as the experimental objects and uses the two mineral water brands as the experimental stimuli.It divides the brand relationship quality into6dimensions.They are commitment, attribution, familiarity, trust and association. The research results show that:(1) two types of crisis will make the brand relationship quality and consumer purchase intention decline. Comparing products and social responsibility crisis,the decline degree have significant differences on brand relationship quality, as well as the consumer purchase intention.(2) the original brand relationship quality has positive adjustment as a moderator variable on the brand relationship quality and consumer purchase intention after the crisis.(3) the original different brand relationship quality on the impact of brand relationship quality and consumer purchase intention is also different.This study divides brand crisis into product crisis and social responsibility crisis, enrich the research content of brand crisis. Through empirical research, compare the impacts of different types of crisis on brand relationship quality and consumer purchase intention, analyze the possible cause of the influence,and put forward the proposal for enterprise future reference.