The Research Of Brand Relationship Quality Influence On Brand Relationship Resumption

Brand relationship is very unstable, even determine the brand relationship, as consumers replace new brand, won the customer experience of different brands, consumers will choose in the consciously or unconsciously to change the brand. After reading a lot of predecessors’ study on the influence factors of brand relationship again, singled out the factors of brand relationship quality for more in-depth research on brand relationship quality influence on brand relationship again. Between specific how can this be study to learn more information, to help enterprises better establish contact with consumers, develop more effective marketing strategy. Innovation to study from the perspective of brand personality, brand relationship quality on has broken brand and purchase intention of the research. To brand personality, brand relationship quality and brand relationship again carry out investigation and study, combining three variables and brand relationship quality as a moderator variable to study brand relationship quality on brand relationship.Based on the impact of brand relationship quality on brand relationship again based on the literature research before, further subdivided research analysis based on the perspective of brand personality on the impact of brand relationship quality on brand relationship again, based on the above analysis is put forward in this paper, the assumption, and then build the theoretical model in this paper. This paper, based on the selection of stimuli, smartphones as research object, considering the existing brand has been deeply rooted in the consumers’ mind, so this article uses the five groups of different brand personality dimensions of virtual brand A, B, C, D, E to accomplish brand relationship quality on the impact analysis of brand relationship again.Through the design of the questionnaire and distribute the questionnaire to obtain data, and uses SPSS19.0 software to analyze the questionnaire data, including the basic descriptive statistical analysis of sample and variable of descriptive statistics, reliability, validity, T test and F test, correlation analysis, regression analysis, hypothesis testing. By T test C is greater than the brand whether B is greater than the brand is greater than A D is greater than the brand E to represent the brand relationship quality in such an order to renew the effect of each dimension of brand relationship is significant degree is strong to the weak. Brand personality on brand relationship quality on brand relationship again played on the influence of the adjustment.We can be obtained by F test based on the different dimensions of brand relationship quality influence on brand relationship again is significant. Finally draw the conclusion: expressed by the brand personality is different, the effects of brand relationship quality is not the same. Can know good brand and brand compared with pure strong brand can influence more brand relationship quality on the relationship between the brand relationship again, can let the consumer more again back to the brand; Brand relationship quality and consumer goods.According to the research results suggest has certain value of the enterprise, it points out the limitations of existing in this research, and puts forward Suggestions for the future research direction.