Influential Factors Of Brand Relationship Reestablishing In Dormancy Brand

With the tremendous changes of market environment, competition between brands is becoming more and more fierce. The research on brand relationship has gradually become the forefront of research on relationship marketing and brand theory, however, most study have been focus on the construction and maintenance of the brand relations, and there are few research in the aspect of brand relationship reestablished, what’s more, the view of these research are very scattered, which need further research to improve. This article aims at the research on the influence factors of brand relationship reestablishing of dormancy brands. The resoult can improve the existing theory on brand relationship,on the other hand,we will put forward valuable suggestions on reestablishing the relationship of dormancy brands.This paper chooses the view of consumer-brand interaction, because this is an important angle and can be more thorough insight into the relationship between customer and brand. Through the research at home and abroad, we found that brand relationship reestablishing intention is under the influence of the brand relationship commitment, the brand relationship commitment is influenced by relationship satisfaction, brand alternative relationship and brand investment scale and other related variables. On the basis of existing research, we divided the brand relationship commitment into continuous commitment, emotional commitment and normative commitment, which can be more clearly to insight into the influence between these factors.Through the method of empirical study, we draw the following conclusions through the questionnaire data recovery:in dormancy brands, continuous commitment, emotional commitment and normative commitment have positive correlation on the brand relationship reestablishing; Brand satisfaction, brand alternative relations, brand investment scale, have a positive relationship with each dimension of brand relationship commitment; Brand relationship commitment plays a complete mediation role in dormancy brand reestablishing influence factors model. Finally, we analyzes the reason and put forward the corresponding suggests for improving the brand relationship reestablishing of dormancy brand.