Research For The Influence Of Continue Desire Of Brand Relationship For The Crisis Processing Of Product Harm And Consumer Responsibility Attribution

Brand, a kind of intangible assets for the enterprise, have got more attention by marketing scholars. Enterprises with brand are also committed to built a long-term relationship with consumers. But product harm crisis tend to put the brand in a life-or-death situation, different handles lead to absolutely different result. Therefore, approach after crisis has become a hot topic for numerous scholars. After crisis, consumers are apt to attribute the responsibility, the enterprise approach will have a certain influence on its attribution, which in turn affect the brand relationship again. However, the research for brand relationship resumption intention is still in the preliminary stage, and more empirical researches need to be added. So, this study intend to research the influence of consumer responsibility attribution by enterprise processing when product harm crisis occurs, and further brand relationship resumption intention, which provide theoretical basis for managers in the marketing practice and as reference for the study of continue desire of brand relationship. Therefore, this study has a theoretical and practical significance.First of all, this study reviewed relational theories and gives certain definitions for enterprise approach, consumers responsibility attribution, and continue desire of brand relationship, then divide consumers responsibility attribution into four parts, as sincerity, response speed and degree of information completeness, consumer responsibility attribution into three parts, as reasons attribution, stability and controllability, brand relationship resumption intention into two parts, as brand repurchase intention and brand positive word-of-mouth intend. Theoretical hypothesis and theoretical model are built based on these definitions. In addition, this study introduce degree of consumer involvement as a regulative variable for consumer responsibility attribution and continue desire of brand relationship. Second, take "quality gate" incident, "farmer mountain spring water" and "KFC", as examples, and combine with the maturity scale of famous scholars, then developed the scale of this study, and get survey data from student and social groups. Finally, verify the theoretical model by structural equation and regression method, and verify the degree of consumer involvement.The conclusions of this study are as follows:The scale had good reliability and validity; Initiative and complete information has significant effect on consumers responsibility attribution, but sincerity as well as reaction speed not; Consumers attribution of responsibility has a negative effect for brand relationship resumption intention. Particularly, the reason attribution is most important, controllable less and the stability least. In addition, the degree of consumer involvement play a negative adjusting role in consumers responsibility attribution and brand relationship resumption intention. On the basis of the conclusion, this study also proposes the management of marketing practice from which the enterprises can draw lessons, at last,illustrates the research limitations and future research.