The Influence From Consumer Involvement To Consumer Willing To Renew The Brand Relationship

With the rapid development of the theory and practice of relationship marketing, the study of the relationship between the consumer and the brand has became the leading subject of relationship marketing and brand theory. The most important purpose of the enterprise brand relationship management is to retain old customers and develop new customers, and maintain brand loyalty of old and new customers. Business have made unremitting efforts to the management of the brand relations, but the results are often unsatisfactory. Because the brand relationship is fragile, with the passage of time, the consumer-brand relationship will change. In the long-term brand management, due to various reasons, brand relationships established among businesses and consumers may broke, suspend, or even terminate and die. However, the breaking relationship between brand and consumer does not mean that consumer would forever lost contact to the brand. Aaker and Fournier et al (2001) pointed out that the development of the brand relationship will experience the time from building to a break, and then adjourned to a dynamic process. Havila and Wilkinson (2001) noted that under some conditions, there may be some recovery for the fracture relationship. If companies take appropriate measures, consumers may still be "again later" with the brand. Marketing practice suggests that if companies could do the work of brand relationship adjourned after the break, would ensure a relatively stable relationship on a certain extent.The influence from consumer involvement to consumer rebuy behavior has also been proved by many scholars. However, in the scenario of the rupture relationship between consumers and brands, consumer involvement with the brand is still able to influence consumer repurchase behavior for the relationship breakdown brand and willing to beagain later with brand? The early efforts the companies makes to increase consumer involvement and to improve the quality of the relationship between consumers and brands would do good to renew the brand relationship after the relationship broken. And high quality of brand relationship before rupture whether do help or not? This paper mainly study and analyzed the influence from the consumer involvement to the brand relationship djourned intention of the consumer from the consumer’s point of view, and select brand relationship quality as a mediating variable studied, hope to make some contribution to our existing study of the brand relationship.In this study, by issuing questionnaires to collect data about consumer involvement impacts on the brand relationship adjourned, use SPSS 19.0 and AMOS 20.0 statistical software to collect data and conduct statistical analysis of structural equation modeling and verify the research hypothesis in this study. The results show that consumer awareness involvement have a significant negative impact on the brand relationship quality; consumer emotional involvement have significant positive impact on the brand relationship quality; brand relationship quality have a significant positive influence to consumers willingness to relationship adjourned; consumer involvement have a significant positive impact to consumer’s willingness to renew the relationship with brands; addition, the brand relationship quality plays an intermediary role between the degree of willingness to renew the relationship with the brand and the consumer involvement. The main innovation of this study are:to verify the relationship between the degree of consumer involvement with the brand and the willingness to renew the relationship and complement the existing theories; departure from the consumer perspective, through empirical analysis, to study the involvement of consumers and the brand relationship quality as the antecedents of the impact on consumer willingness to renew the relationship with the brand and the influence path to brand relationship adjourned.