Research On The Influence Of Attribution Of Brand Relationship Dissolution On Brand Relationship Resumption Intention

In recent years,brand misconducts have been expourse frequently,many enterprises due to the problems with the quality of product and internal management make consumers lose confidence in the brand,suspended or even dissoluted the brand the relationship,which may bring great harm to the enterpris and brand.Research shows that the brand relationship will experience the dynamic cycle dynamic process cycle that “establish-dissolution-resumption,when the brand mistakes have been happended,the attribution that coustomer to brand mistakes and consumer-brand relationship resumption intention intention are different.Based on that,this paper will starts from the attribution to brand relationship dissolution,researching the influence on brand relationship dissolution and brand relationship resumption intention.Because of the consumer type and brand origin will affect the consumer brand attitude,therefore,this paper will introduce two variables of consumer ethnocentrism tendency and brand origin,researching the adjustment function to brand relationship dissolution and brand relationship resumption.Firstly,Through literature analysis,this paper Organize the related literature that brand relationship resumption,attributin to brand relationship dissolution,consumer ethnocentrism tendeny and brand origin etc to establish the research framework of this paper: starting from the brand misconduct events,researching on attribution of brand relationship dissolution to influence brand relationship resumption,at the same time,this paper study the adjustment function of consumer ethnocentrism tendency and brand origin.Secondly,this paper will use the domestic and foreign fast food brands as an example,through the questionnaire survey to collect relevant datas.Finally,using statistical software SPSS21.0 to do descriptive statistical analysis,reliability analysis,validity analysis,correlation analysis and regression analysis to verify the hypothesis.The results of the study shows that the atribution of brand relationship dissolution have positive effect on brand relationship resumption intention.when the attribution of brand miscunduct is from internal to external,the brand relationship resumption intention will improve;stability and controllability have negative impact to intention.that is,the higher the stability and controllability,the lower the brand relationship resumption intention.consumer ethnocentrism tendeny and brand origin have a part of adjuetment function,only in the two dimension of stability and controllability have significant regulatory role.Finally,according to the conclusion,this paper provides some suggestions tomarketing practice and puts forward the limtation and prospects for further research.