The Emotrional Connection Of Dormant Brands Influences Consumers’ Willingness To Renew Brand Relationship

In recent years,many dormant brands long-term abandoned by the market have been successfully enabled again.Such as the beatles car,feiyun trailer,side coffee,baby doll ice cream and other brands have successfully raised and got the good response of consumers in the market.The activation of the dormant brand,not only can save the new brand cultivation of the enormous cost,avoid the waste of social resources,but also can avoid the failure of the new brand in the market risk.As a result,more and more scholars began to study the activation of dormancy brand or reconstruction problem,namely:the dormant brand relationship again.The relationship between the consumer and the dormant brand is based on the emotional connection of the dormant brand(including the nostalgic emotional connection of the dormant brand and the regional emotional bond of the dormant brand),and the consumer reacts to the emotional connection of the dormant brand,And thus the formation of the attitude of the dormant brand,resulting in the purchase or not to buy.Based on this,this article from the perspective of dormancy brand of emotional connection to study its influence on consumers to renew brand relationship intention,and introduces the consumer brand loyalty among the variables.Perceived risk introduced in this paper which is more and more attention by enterprises as a brand of dormancy of emotional connection with consumers to renew brand relationship adjustment variables,to explore if the perceived risk play adjust action in dormancy brand emotional connection with consumers to renew the relationship of brand relationship,so that we can make the enterprise focusing on the influence of dormancy brand for emotional connection to renew brand relationship at the same time also pay attention to the perceived risk in the regulating effect,so that enterprises can more fully aware from what respect to improve consumers’ willingness to renew brand relationship.Based on the reading of vast amount of literature,this paper builds the theoretical model of emotional connection of dormant brand,feelings of consumers to the brand loyalty,perceived risk and consumers’ willingness to renew brand relationship,and put forward the research hypothesis.At the same time,the majority of consumers as the main object of the survey,and the use of SPSS21.0 and AMOS 17.0 data analysis,the following conclusions are drawn:The dormant brand’s emotional connection and its two dimensions(the nostalgic emotional connection of the dormant brand and the regional emotional connection of the dormant brand)have a significant positive effect on the consumers’ willingness to renew the brand relationship.The dormancy brand’s emotional connection and its two dimensions(the nostalgic emotional connection of the dormant brand and the regional emotional connection of the dormant brand)have a significant positive effect on the consumer’s emotional loyalty to the brand.Consumer’s emotional loyalty to the brand have a significant positive effect on the consumers’ willingness to renew brand relationship.Consumer’s emotional loyalty to the brand plays an intermediary role in the relationship between the emotional connection of the dormant brand and its two dimensions(the nostalgic emotional connection of the dormant brand and the regional emotional connection of the dormant brand)with the consumer’s willingness to renew the brand relationship.Perceived risk negatively regulates the emotional connection of dormant brand and its two dimensions(the nostalgic emotional connection of dormant brand and the regional emotional connection of dormant brand)with consumers’ willingness to renew brand relationship.According to the conclusion of the study,this paper will help to guide enterprises to renew dormant brand relationship again and provides certain basis for the activation of dormant brand or reengineering,specific displays in:(1)enterprises should clear the role of dormant brand emotional connection on consumers’ willingness to renew brand relationship,in the activation or renew dormant brand should put more energy around the emotional connection.Dormant brand nostalgia emotional connection and dormancy brand regional emotional connection is dormant brand intangible valuable assets,they can affect consumer dormancy brand view and attitude,can let consumers to dormant brand preferences to form emotional loyalty,and then this kind of Emotional preferences will be converted into purchase intention.(2)the enterprise should try best to abate the consumer perceived risk.Enterprises should pay more attention to the impact of perceived risk on consumers’willingness to purchase,so that they can analyze consumers’ assessment of relevant risks and take effective measures to reduce consumers’perceived risks and enhance consumers’ willingness to renew brand relationship.