A Study On The Influence Mechanism Of Negative Event Restoration Strategy On The Quality Of Urban Brand Relationship

Nowadays,China is in the rapid development and transition time,many cities have suffered negative events that have damaged the image of the city.How to repair the brand image of the city,restore the city's position in the public's mind,and enhance the brand image of the city have become an issue that the current urban managers are eager to solve.In the past,based on Benoyt's image restoration theory,it was studied from the perspective of crisis event management.There was no in-depth study on the effect of image restoration.This study mainly analyzes the effect of using specific repair strategies to reduce the impact of negative events on the city brand image when different types of negative events happen.This study adopts 3*2 experimental design,controls brand remediation strategies(affective repairs,corrective repairs,non-repairs)and negative event types(human error negative events,management decision-making negative events),exploring two negative events Under the type,after using different brand remediation strategies,the public's effect on the city's satisfaction,trust,and commitment to the city,the main effects of the repair strategy,and the interaction effects between the repair strategy and negative events in the city.Results show: brand repair measure slightly main effect obviously,when having a negative event occurs in a city,use emotional repair strategy and corrective repair strategy of city brand can significantly enhance the public satisfaction,trust and commitment,and use the corrective repair strategies to get better effect.For negative events management decision-making level,affective repair strategy can improve the public's commitment to the city brand,but for the satisfaction of city brand,using emotional repair strategy does not use corrective repair strategies of the effect is good.This study can bring some practical management measures for city managers: When a city has negative events and affects the brand image of the city,the manager should immediately classify the types of negative events,so in the later use repair strategy also can be more targeted.