摘要
针对品牌犯错后该投入怎样的关系再续策略才能恢复消费者品牌关系的问题,本文采用实证研究方法,检验了犯错品牌对再续关系投入的三种策略:道歉、有形回报和优待对消费者再续关系意愿的影响。同时也检验了品牌关系质量对消费者再续关系意愿的调节作用。
The core of this research is what kind of relationship -rebuilding strategies should be input by the brand that made mistakes so that brand - consumer relationship can be rebuilt. Empirical approach has been taken in this research to test the effect of the three relationship - rebuilding strategies, inputted by the brand that made mistakes, on consum- ers＇ willing of relationship - rebuilding： apology, tangible reward and privilege, as well as the moderate function of the quantity of brand relationship on consumers＇ willing of relationship - rebuilding.
出处
《中国软科学》
CSSCI
北大核心
2009年第6期119-127,共9页
China Soft Science
基金
国家自然科学基金项目(70772045)
关键词
犯错品牌
品牌投入
关系再续
关系质量
brand that made mistakes
input of brand
rebuilding relationship
quantity of relation
