Research On The Relationship Between Brand Authenticity And Consumer Purchase Intention In A Product-harm Crisis

In recent years,frequent product-harm crises not only affect the normal operation of enterprises,cause huge losses,or be forced to withdraw from the market,but stimulate consumers' negative emotions,resulting in the breakdown of relationship between brand and consumer.Consideration of the characteristics of the emergency,urgency and inevitability of the product-harm crisis,companies tend to take preventive measures,focusing on the study of the single element of the enterprise brand(such as brand reputation,social responsibility),while also ignores the consolation of negative emotions to consumers and the guidance of positive emotions.The connotation of brand authenticity is very rich,which involves brand history,brand innovation,corporate responsibility and values.Forgiveness is the guidance of consumers' emotion.Therefore,this thesis is a new way of thinking from the perspective of authenticity and the introduction of forgiveness into the model.Nowadays,the reason why brand authenticity has attracted more and more people's attention,on the one hand,it comes from the demand for authenticity,on the other hand,because the brand authenticity has become a new mean of the competitive advantage of the enterprise,and it is also an important asset to the enterprise.Therefore,it is necessary to introduce the authenticity of brand.In the context of the product-harm crisis,this research starts from authenticity,propose a theoretical model in which the four dimensions of brand authenticity(continuity,credibility,integrity,symbolic)are independent variable and purchase intention is dependent variable,and also have product categories as mediator variable on the bridge of forgiveness.this thesis makes a statistical analysis with SPSS and AMOS through the questionnaire survey collected data to examine the practicality of model through the analysis,we mainly get the following conclusions:Firstly,the brand symbolism not only directly positive to the consumer's purchase intention,but also has an indirect positive influence on the consumer's purchase intention through forgiveness.Secondly,brand continuity and credibility are not directly affect consumers' purchase intention,but have indirect positive influence through forgivenessThirdly,brand integrity does not directly affect consumer purchase intentions,nor does it affect forgiveness..Fourthly,forgiveness has a direct positive influence on the consumer's purchase intention.Fifthly,the effect of brand continuity on forgiveness is influenced by product categories,while brand trustworthiness and symbolism do not affect the moderating effect of product categories.Finally,this paper put forward some suggestions on how to use the brand authenticity to improve consumers' purchase intention under the background of product–harm crisis,and points out the research deficiencies and future research directions.