Effect Study Of Regional Brand Recovery Strategy On Consumer Purchase Intention In A Product Crisis

Because of the development of information technology and the arrival of mobile Internet era,the dissemination of information is more rapid and convenient.When an enterprise product harm crisis occurs,every consumer may become disseminator of negative information of enterprises and brands,which not only cause damage to the enterprise brand and reputation,it will also affect the brand evaluation,reduce intention of purchase.Compared with the enterprise brand,regional brand has the characteristics of public brand and any enterprises within theregion can use the regional brand,which bring enterprises hidden dangers and it is inevitable that there will be "an evil member of the herd".The negative problems of a single enterprise will have a negative impact on the reputation of the whole regional brand,and at the same time,it will cause a negative spillover of the crisis to other enterprises in the region,thus bringing the whole regional brand into a negative crisis.So,compared to the enterprise brand of product harm crisis,the regional brand of product harm crisis will caused a more extensive negative impact.The injure of reputation and image of regional brand spread to each enterprise within the region and more consumers’ brand evaluation and loyalty will be affected.what’s more,consumers’ intention of purchase will decrease too.At this point,regional enterprises need to be more cautious about the recovery of consumers of injured and take appropriate recovery measures to restore consumer confidence in order to prevent further spreading of regional brand product harm crisis.According to different brand types and recovery scenarios,enterprises should adopt different recovery strategies,in order to effectively reduce the loss of enterprises and restore consumer confidence.Because the development of regional brand has the characteristics of combining the local culture,history,geographical location and resource advantages,it also leads to the close relationship between regional brand brand and regional consumers.Therefore,the geographical distance between the consumers within the region and the regional brand city is closer.According to the construal level theory,consumers in the region are more likely to use low construal level for psychological characterization.Conversely,consumers outside the region are more likely to use high construal levels for psychological characterization.Since consumers have different psychological characterization of the crisis,enterprises should adopt a contrapuntal recovery strategy to achieve the best recovery effect.Combining with the social exchange theory,this paper reveals two types recovery strategy,which can effectively solve the problem of resource exchange.One type is gain recovery strategy which can increase "in" of consumer;another type is reduction recovery strategy which can reducing "costs" of consumer.Then,the research question of this paper is put forward,that is,when consumers face different geographical distance,the regional brand enterprises adopt the "gain"or "reduction" remedial strategy will increaes the purchase intention of consumer.Finally,because the product injury crisis will cause different degree of damage to the benefit of consumers,this paper also studies the recovery strategy of consumers under different circumstances of deprivation of benefit.For making a study of the geographical distance and benefits deprivation effects on consumers’ purchase intention in the regional brand recovery strategy,this paper adopts experimental research methods as the main research methods and uses multi factor variance analysis by using SPSS20.0 and and get the following two results.First,after the product harm crisis occurred of the regional brand,the enterprise adopts the strategy of "gain" and "reduction",which can significantly improve the purchasing intention of consumers.Second,when the benifit deprivation is low,for the consumer of the near geographical distance(i.e.the area consumers),consumer purchase intention of gain recovery strategies was higher than that of enterprises to take reduction recovery strategies;and for the far geographical distance of the consumers(i.e.consumers outside the region),consumer purchase intention of reduction recovery strategies was significantly higher than that of enterprises to take gain recovery strategies.However,when the benefit deprivation is high,regardless of the geographical distance,compared to gain recovery strategies,reduction recovery strategies will make consumer have a stronger purchasing intention.This research has certain theoretical and practical significance.Based on the social exchange theory,this paper reveals the gain and reduction recovery strategies,which could is effectively and feasibility improving the consumer purchase intention and combination of construal level theory reveals that the mechanism of recovery strategies can improve consumer purchase intention in different geographical distance;at the same time,offering the regional brand recovery strategy in different recovery scenarios some suggestions and enrich the theory of regional brand enterprise crisis management.At the same time,this paper also has some shortcomings.Because the research methods take simulated experiment,the subjects may have experenced the product harm crisis,there are different product harm crisis’s subjective impression and attitude,thus affecting the experimental results;in addition,the data are collected by self-report of consumers,rather than objective criteria for measuring consumer purchase intention which weakens the reliability of data.In future studies,consumer subjective reporting and objective criteria can be combined to collect more reliable data.