The Empirical Study On The Relationship Of Brand Relationship Form, Brand Relationship Quality And Customer Post-purchase Behavior

The Empirical Study on the Relationship of Brand Relationship Form, Brand Relationship QualityAnd Customer Post-purchase BehaviorWith the development of the economy,the deepening of globalization,and the matures of the market,the domestic market gradually shifted from a seller's market to a buyer's.Besides,with the degree of product homogeneity strengthened,the competitiveness of enterprises will no longer be the supply of products between production and services,but turned to a higher stage that is the brand competitiveness. The enterprises realized that as long as the establishment,maintenance and development of long-term friendly cooperative relations between the brand and customer,it will gain a competitive advantage,so the repeat purchase rates of customers will increase and to retain loyal customers.In addition,the values of consumers also changes too much,such as that attention of consumer's shifted increasingly from product to brand personality.Therefore,relying solely on tangible products and intangible services can not satisfy their desire for self-exchange and emphasize themselves,but the necessity to build the relationship to highlight the existence and values of individuals.And the establishment of relationship with their favorite brands is the good act of choice.The revolution of the way of competition and mind of consumption is bound to lead to changes in the concept of paradigm in marketing,the traditional product-oriented marketing is bound to be replaced with the relationship marketing which is customer-centered and positive development on the long-term mutually beneficial cooperative relations.Brand relationship is to embed relationship marketing theory in the background of the brand which formed latest theoretical research brand.When the customers make purchase decisions,they tend to choose their own brand,or the brand which has a good reputation or the one which is recommended by others because of the unpredictability quality of products.So the brand relationship marketing has played an important part in business marketing. Brand relationship is that "the interaction between the attitude toward products on consumers and the attitude toward consumers on brands".Good brand relationships will be conducive to the formation of brand loyalty,and result in high profit to enterprises,to reduce customer's complaints and intangible losses because of the spread of the negative message.Brand relationship is an important way to achieve brand loyalty;Brand relationship has an important influence on the post-shopping behavior of customers;Brand relationship has tremendous value with business on the retain and cultivation of loyalty customer.Brand relationship theory study is focused on the brand relationship's character, shape,status and function,but the blank space has existence between these four areas. Brand relationship form and brand relationship quality are the two parts of the brand relationship status,the text will study the relationship between brand form,brand quality and customer's post-purchase behavior.The scholars at home and abroad have done a lot of study for the post-purchase behavior,the definition of post-purchase behavior and the dimensions still get no consistency conclusion,the majority of the scholar's study is not comprehensive for the post-purchase behavior,only referring to the repeat purchase,customer complaints,this article's summary based on the predecessor's study and divided the customer post-purchase behavior into the positive post-shopping behavior and passive post-shopping behavior.Brand relationship Form divided the varieties brand relationship into basic class in order to see more clearly about the essence of relationship and to be better explain the consumer behavior,this article from the perspective of the exchange theory and divide the brand relationship form into two dimensions of tool type and emotion- based relationship.Types of the brand relationship imply the level of the quality and the difference of the nature of the composition,however,the types of the brand relationship will have a certain impact for the customer wishes to buy,brand loyalty and word-of mouth publicity and so on. At the same time,most scholars agree that the customer purchase behavior(such as: customer loyalty,customer-keeping,etcetera).Is the result of high-quality relationship,high-quality high-level multi-brand relationship have the effect of the good maintenance relationship and strengthening relationship,including the repeat purchase predisposition,the competitive threat of the boycott and the support customer response.Besides,the brand relationship quality plays a role of intermediate variable between some variables and post- purchase behavior.Therefore,the text consider the post purchase behavior as dependent variables,where the quality of the brand relationship both the independent variable and the intermediate variable,and use the mobile phone brand as an example to study the tool-type relationship, emotion-type relationship and brand relationship quality for the mechanism of affecting the positive and the passive post-purchase behavior.The questionnaire used in this study mainly refer to the domestic scale and the summary of research results based on the abroad scale,the author carries on a sample investigate after the questionnaire defined.One part of the questionnaire come from Jilin University,adopting random intercept interview of way,the other part then carry on a data collections through a network.Made use of the SPSS16.0,the author carried on statistics analysis to the sample,carried on reliability and validity analysis to the scale,and tested assumption model.The main conclusions of this article are drawn after testing hypotheses:tool-type relationship has no significant effect on brand relationship quality while emotion-type relationship has significant negative impact; brand relationship quality has significant positive effects on positive post-purchase behavior while has significant negative effects on negative post-purchase behavior; tool-type relationship has significant positive effects on negative post-purchase behavior but positive effects on negative post-purchase behavior;emotion-type relationship has part of the direct impact on positive and negative post-purchase behavior,while brand relationship quality plays an part of intermediary role.Faced with the brutally intense market competition,domestic enterprises must recognize that competition is no longer focus on the product itself but on how to build mutually beneficial relations between Brand and customer.Customer needs classified management.Enterprise should provide customer with personalized and diversified services because of tool-type relationship having direct effect to post-purchase behavior,customer accepts brand emotionally by consciously interaction.Enterprises should Emphasis on investment emotion-type relationship,brand should show the image of consumer-grade and the demands of personality because brand relationship quality plays a intermediary role between emotion-type relationship and post-purchase behavior,so customer builds a great sense of tolerance and dependence meaning high-quality brand relationship has been built,high-quality relationship can promote positive post-purchase behavior and reduce negative post-purchase behavior which can bring enterprise with huge profits.Enterprises can definite relationship between customer and brand according to brand's different development stages.Tool-type relationship is built on the stage of brand creation,emotion-type relationship is needed when brand expansion stage, high-quality relationship is called when brand maintenance stage.So enterprises can win competitive advantage by maintaining good and stable relations between customer and brand,in order to fighting market share,enterprises should balance brand relationship and customer post-purchase behavior,it should have the awareness that brand relationship maintenance is a important means to improve effectiveness and marketing strategy.