Brand Mistakes Situations Brand Reputation Purchase Intention Of Consumers

In recent years, the crisis caused by the brand’s failure manifest several newfeatures such as concentration, high frequency, contagion, etc. When brand mademistakes due to various objective and subjective reasons which infringe on theinterests of consumers, consumer’s attitudes and behavior can’t be ignored becausebrand’s failure events may directly affect their purchase intention anddecision-making, resulting in damage to the brand image, shrinking market share, andgreatly affected management. Currently many reseach on the crisis triggered by thebrand’s failure focus on how to use public relations strategy to solve the crisis of thecorresponding brand. In this context, to explore the Attribution mechanisms andconsumer’s reaction when faced brand’s failure has important practical significance.On the basis of previous studies, this study introduced attribution theory intoconsumer reaction under the brand’s failure, and according to “cognitive dissonancetheory”, as well as “consumers deviation assimilation theory”, this study proposedbrand reputation affect the responsibility attribution to a series of assumptions. Andconstructed model of the influence of brand reputation on consumer’s attribution ofresponsibility and willingness to buy under brand’s failure contexts.This study applyempirical research methods, and explore brand reputation attributed to the impact onconsumers mechanism, and its subsequent blame on brand attitudes and purchaseintentions under brand’s failure contexts.Aims to provide some reference value for thetheoretical research and business practice.In order to verify the assumptions in the conceptual model, this study usevirtual A brand phone as an example to disseminate research questionnaire for datacollection. In this survey200questionnaires were distributed, and all were received,of which194valid questionnaires, the effective rate is97%. Then, by the method ofstructural equation model for statistical analysis of the data collected, and applyAMOS7.0software which provided by SPSS Inc. to estimate the Fit Index on theassumption of the conceptual model and test path assumption, also analyzed thecausal relationship,degree of influence and the mechanism between each variable.The study results show that:(1) in the context of brand’ failure, the awareness ofthe brand’s reputation had significant effects on the degree of responsibilityattribution to the three-dimensional: generating source, stability and controllability,consumers who have high brand reputation will make decision in three dimensions to determine the more favorable brand.(2) to judge the mistakes causes tend to"external" and "unstable" and "uncontrollable",the attitude of consumers blamemistakes brands will be more weaker,and thus the willingness to buy the brand.(3)consumer brand’s failure events occurred before the brand reputation perception willdirectly affect their willingness to buy: brand reputation perceived higher, consumers’willingness to buy will be more obvious.