A Research Based On The Consumer's Perspective About Factors Of Brand Relationships Reestablished

As the rapid development of relationship marketing theory and practice, the research on brand relationship has become a cutting-edge topic in relationship marketing and brand theory. In the long-term brand management, the brand relationship that has been established may be ruptured or stoped for various reasons. It's brand relationship rupture that trust and satisfaction between consumers and the brand were broken, resulting in loss of customers. However, the fault does not mean the relationship between brands and consumers were broken forever. Brand relationship means to reestablish the trust and satisfaction between the consumer and the brand. Enterprise have always been faced with how to reestablish brand relationship in the brand relationship management.Western scholars have noted the importance of reestablishing brand relationship and has carried out some research currently. Meanwhile,only a few of scholars research in this area resulting in that the relevant theoretical research are insufficient. Therefore, this paper intend to explore factors that impact reestablishing brand relationship based on consumer's perspective and to enrich the research field and to provide advice for enterprise.This paper integrated theoretical research and empirical research method. First, based on the theory of reasoned action, with the point that intention to act in place of the actual behavior, and introduce the variable of retrust on brand,based on literature study found that the key to reestablish brand relationship is to regain the trust of consumers.Then proposed 10 factors from a consumer perspective based on consumer behavior and psychology literature, and build theoretical models. Second analyzed data with SPSS software using a variety of methods to ensure the quality and reliability of data processing, to make hypothesis and model tested and finished.Finally, provided some proposals to enterprise to reestablish brand relationship according to results of empirical analysis. The results show that the main factors with a direct impact on reestablishing brand relationship based on consumer's perspective include consumer personal factors of gender, age and occupational factors, extent of demand for the brand, critical level, acceptability, perceived level of risk and trust tendency. Specificity also have an impact on the relationship, but not significant. It is positively correlated consumers between retrust the brand from consumers and willingness to buy again. The key to reestablishing brand relationship is to regain the trust of consumers. If consumers trust the brand again, the wishes to purchase the brand's generate possibly. According to empirical research findings, suggestions including of remolding the band, managing the band in effect,enhancing the brand reputation and emphasizing the brand's commitment were provided,so that enterprises can be successful in the implementation of brand relationship reestablished.