Research On The Influencing Factors Of Consumer-Brand Relationship Crack From The Angle Of View For Modern Confucian Yuan-fen Relations

With the continuous development of brand internationalization,the sustainable development of brand and the value-added of brand assets have been paid more and more attention by the theoretical and practical circles.Consumer-brand relationship is similar to interpersonal relationship.Because obvious differences between eastern and Western cultures,it is necessary and urgent to carry out relevant research on the breakdown of consumer-brand relationship based on the local cultural background.The existing researches on consumer brand relationship fracture mainly focus on the definition,influence factors(or causes),and the less influential factors in the study of brand relationship fracture from the cultural perspective.The lack of research from the perspective of Chinese culture is a big gap in the field of brand relationship research.Based on the theory of modern Confucian relationship,this study collects first-hand information reflecting Confucian relationship and finally obtains a brand relationship breakdown influencing factor model including external and internal factors.This study developed a measurement scale and used statistical analysis software to analyze and test.The results show that the measurement scale of the influencing factors model of brand relationship breakdown under the perspective of modern Confucian Yuan-fen relationship is good and has passed the test,with the five core categories of environmental origin factor,external modifiable factor,subject origin factor,subject modifiable factor and emotional relationship factor as the main line.According to the qualitative analysis of grounded theory and quantitative analysis of empirical test,the final influencing factors model of brand relationship breakdown is that the core category of environmental factors includes two dimensions: cultural differences and relationship maintenance barriers;the core category of external modifiable factors includes two dimensions: social evaluation and sense of injustice;the core category of element includes one dimension of value orientation difference;the core category of subject modifiable factor includes two dimensions: relationship contradiction and image conflict,relationship maintenance intention and dependence;and the core category of emotional relationship factor includes three dimensions: disharmonious emotional factors,trust,responsibility and emotional awareness.Among them,the three dimensions of disharmonious emotional factors,trust,responsibility and emotional awareness belong to the measurement dimension of brand relationship breakage in the context of modern Confucian culture,which lays an important foundation for the systematic and deepening research of brand relationship breakage mechanism based on Confucian relationship theory and for brand managers to better evaluate brand relationship in the context of local culture.At the same time,it also provides a valuable evaluation tool for brand managers to better evaluate brand equity.