The Impacts Of Domestic And Foreign BRQ On Customer Purchase Under Product Crisis

With the development of economic globalization,brands are playing more and more important roles in the economy of China. The firm would devote enormous resources and years of accumulations to make an outstanding brand which connects the enterprise with its clients by making a firm promise. It represents an enterprise's operating performance and achievements. The fierce competition in nowadays market, together with the instability and complexity of the operating environment, cause a sharp increase of uncertain factors jeopardizing a brand's development. The recently product crisis has become obstacles for the enterprise. When the crisis occurred, it would be resolved and the brand would resume its development, under the environment of its timely resolvement, or, it would cause a disaster which would consume all the devoted resources in human, material and finance, and endanger the brand's development and even bring collapse to the whole enterprise.Product crisis management is a relatively new study in the field of enterprise's management system. There are few elaborating studies in this area except some related researches, such as the formation mechanism and the periodicity of product crisis. More studies have been devoted to solving product crisis through public relationship instead of investigating the consumers'response to product crisis. Furthermore, these studies are not enough further to help prevent and solve the crisis. Some studies have shown that product crisis brings more intensive cognitive dissonance to its more loyal consumers. Such subconscious intention results the different responsibility attribution judgments between high and low brand loyal consumers ,when facing to the same crisis event. Therefore, this thesis aims at researching and analyzing the relationship between BRQ and consumers purchasing behavior in product crisis.After the relationship marketing paradigm was introduced into the brand marketing theory, brand relationship, as a frontier research, has caught the related Scholars'attention quickly. However, there has been little research on the relationship between BR and consumer's decision-making behavior, in product crisis environment. Based on the relationship between marketing and consumer behavior, this dissertation researches the influence of BR on consumer's decision-making behavior, as BRQ is a main construct to measure the nature of BQ. In addition, this study find out the differences between local and foreign brands. It hopes that the results can supply useful experience for mainland brand of china.Firstly, the dissertation reviews the current research about BR and its correlative domains and identifies the defects of existing theories and methodologies after scanning the literatures of both home and abroad. Based on the literature review, it develops its own conceptual model that explains how BRQ affects consumer's behavior in product crisis. This study divided BRQ into six dimensions: social, value expression, trust, interdependence, real and assumed emotions, commitment, self-concept connection. Based on the model, we make up seven assumptions. 400 questionnaires were sent out and 378 questionnaires were recycled. Finally, we got 360 valid questionnaires. The valid rate is 90%.In the data analysis stage, the author used SPSS16.0 to analyze data. First, descriptive statistics to describe distribution of samples. Calculating the mean and the standard deviation of the variables. Then testing the reliability and validity of the scale. Using Cronbach's a to test reliability to ensure data reliability and consistency. Through the extraction of principal component analysis getting the factor loading. The scale is proved to have good reliability and validity. The data are analyzed by using structural equation model. BR,as a key psychological variable of consumers purchasing behavior ,influences customer satisfaction and post-purchase behavior in product crisis. The empirical results find that three dimensions of foreign brands are evaluated better than that of local brands. Meanwhile, the social value expression of the CBRQ facets shows the most important effects on consumer satisfaction. Referred to"trust","real and assumed emotions"and"commitment"of BRQ, Consumer evaluated higher to local brands. At the same time, regardless of foreign brands or local brands, the results show that the customer satisfaction has strong influence on consumer re-purchase Behavior.The result suggests that customer Purchasing behavior is a continuing process, and to maintain a long-term relationship with consumer in crisis, company should get trust based on meeting past performance expectations. In order to enhance the ability to survive and compete in product crisis, enterprises need to build a good relationship between consumers and brands, standing at a strategic height.