Brand Crisis On The Impact Of Brand Loyalty Mechanism Research

As people’s living standard improving, their concern for brand is not about the self-psychological needs,such as grade, quality and trends,but about the self, such as safty,health and environmental protection. However, the brand crisis evnets occur frequently with deep effect and large scope, which are hard acceptable for comsumers. Facing the crisis, companies’ reactions are dispointing for comsumers. In fact, as the material standard of living improving, comsumer are more expecting the enjoyment on spiritual level. They are eager to build a long-term and stable attachment to brands. Accoding to this situation, the paper is foucing on the effect of brand attachment on the brand loyalty in crisis, in order to improving the practical value and exploring the effective measurement for retrieving comsumer’s brand.The paper establishs a research thinking as "brand crisis-brand attachment-brand loyaty"to discuss the mechanism of evolution for the logic path from brand crisis to brand loyaty which is comprehensively, systematically and scientifically analyzed. First, the background, current situation, siginificance, goal, method and content for the research are introduced. Second, relative theories of brand crisis, brand attachment and brand loyaty are examined which build a theoretical basis. Third, the logic relations between brand crisis and brand attachment, between brand attachment and brand loyaty, between brand crisis and brand loyaty are probed. According to these logic relations, the mediating effect of brand attachment in the path of "brand crisis-brand loyaty" is raised, then the research hypothesis and theoretical model are proposed. The following empirical study begins as questionnaire survey which measures brand crisis, brand attachment and brand loyaty. After collecting first datas, confirmatory factor analysis is used to optimize items. Then, structure equation modeling is used to fit the theoretical model, comfirm the significance of every path and the mediating effect and support the research hypothesis.