Research On Factors Of Consumer Brand Relationship Reestablished Intention About Local Brands

With the development of brand relationship theory and the increasingly intensecompetition in the market, establishing brand relationship is not an easy thing, whilemaintaining the brand are not easy too. From the enterprise marketing practice, our countrymakes more brand errors and brand relationship fracture phenomenon happens more generallysince we are lack of experience compared to the foreign strong brand experience. Therefore,the local brand relationship reestablished intention becomes very important. Based on thebrand relationship, this study turns it into three perspectives which are cognitive, affect andloyalty. And then, the paper extracts some factors which influence consumer brandrelationship reestablished on the basis of theoretical literature. Among them, the cognitiverelationship includes brand awareness, brand image and brand familiarity; affect relationshipincludes brand trust and customer satisfaction; loyalty relationship includes consumerinvolvement, brand commitment and transfer cost. Then, this study uses the domesticappliance as the research object and explores each aspect of domestic appliance brand inconsumer brand relationship reestablished. Thus, we draw the conclusions expecting to giveguidance for enterprises and promotion of contemporary enterprise development as well asmake our local brand a further progress.On the basis of domestic and foreign theoretical literature, this study summarizes therelated theory as well as the research hypothesis and questionnaire design to form the researchtrain of thought, establish research framework and prepare the questionnaire accordingly. Theresearch is given priority to with questionnaire investigation through Hangzhou, Shanghai,Wuhan and other places of different ages, occupation, and educational background andincome levels obtaining 374 effective questionnaires. For those questionnaires, we mainly usethe SPSS 17.0 statistics software reliability and validity analysis. It was found that the surveyis of high reliability and validity. Then, we use the descriptive statistical to analysis the basicsituation of the sample statistics firstly; secondly, by using the single factor analysis ofvariance and independent sample T test, we analysis the significant effect of brandrelationship reestablished of different personal background factors; Lately, this paper alsoadopts Pearson analysis studying the correlation between factors of different level and thebrand relationship reestablished and we use stepwise multiple regression analysis to study theinfluence degree of various levels of factors on consumer brand relationship reestablished atthe same time.Through the analysis of the data obtained in this paper, we get three conclusions: (1) we find that the gender and place of residence on consumer bran relationship reestablished wasnot significantly affected, while the age, level of education, occupation and income level ofconsumer brand relationship reestablished have great influence throuht indepentdent sample Ttest and one-way ANOVA test. It shows that different demographic variablies on consumerbrand relationship reestablished is different. (2) Consumer brand relationship contains threelevels which includes eight dimensions, namely, brand awareness, brand image, brandfamiliarity, brand trust, customer satisfaction, consumer involvement, brand commitment andtransfer cost. The intermediary variable is consumer ethnocentrism.The several variables havea certain relationship with consumer brand relationship reestablished. Among them, brandawareness, brand image, brand familiarity, brand trust, customer satisfaction, consumerinvolvement and consumer ethnocentrism have significantly influence on consumer brandrelationship reestablished. In general, the largest effect on local brand relationshipreestablished intention is customer satisfaction; the middle level of factors are brandawareness, brand image, brand familiarity, brand trust and consumer ethnocentrism; theminimum fator is consumer involvement. (3) Brand familiarity and consumer involvement onconsumer ethnocentrism has significant influence and the effect of brand familiarity is muchbigger. The two factors significantly influence consumer brand relationship reestablishedintention through mediating variables, which also confirmed the partial mediating effect ofconsumer ethnocentrism.According to the above research results, this article gives relevant suggestions andstrategies on how enterprise promotes the consumer brand relationship reestablished. At theend of the paper, we put forward the research limitations and future research prospects.