品牌关系断裂归因对品牌关系再续意愿的影响研究

发布时间：2018-01-17 03:01

本文关键词：品牌关系断裂归因对品牌关系再续意愿的影响研究　出处：《山西财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,品牌犯错事件频繁曝光,许多企业由于产品服务质量、内部管理等出现问题使消费者对品牌失去信心,暂停甚至终止与该品牌的关系,这给企业和品牌带来极大的伤害。研究表明,品牌关系会经历“建立—断裂—再续”循环往复的动态过程,当品牌犯错事件发生后,品牌关系断裂归因不同,消费者与品牌关系再续意愿也不同。基于此,本文从品牌关系断裂归因入手,研究其对品牌关系再续意愿的影响。由于消费者类型和品牌来源地也会影响消费者对品牌的态度。因此,本文引入消费者民族中心主义和品牌来源地两个变量,研究它们对品牌关系断裂归因和品牌关系再续意愿的调节作用。本文首先通过文献分析法整理了品牌关系断裂归因、品牌关系再续意愿和消费者民族中心主义等方面的研究成果,确定了本文的研究框架:从品牌犯错事件入手,研究品牌关系断裂归因如何影响品牌关系再续意愿,同时研究了消费者民族中心主义和品牌来源地的调节作用。其次以国内外快餐品牌为例,通过问卷调查法收集相关数据。最后运用SPSS21.0进行描述性统计分析、信度检验、效度检验、相关分析和回归分析,对调研数据进行处理并对假设进行验证,从而得出本文的结论。研究结果发现,品牌关系断裂归因的发生源会正向影响品牌关系再续意愿,当发生源从内部归因到外部归因,品牌关系再续意愿会提高;稳定性和可控性负向影响品牌关系再续意愿,稳定性越高,品牌关系再续意愿越低;可控性越高,品牌关系再续意愿越低。消费者民族中心主义和品牌来源地起到部分调节的作用,只在品牌关系断裂归因的稳定性和可控性两个维度有显著的调节作用。最后,针对本文研究结论对企业提出要积极引导消费者对品牌关系断裂的归因、加强品牌建设等建议,同时也提出本文的研究不足与展望。
[Abstract]:In recent years, the frequent exposure of brand mistakes, many enterprises due to product quality, internal management and other problems caused consumers to lose confidence in the brand, suspended or even terminated the relationship with the brand. This brings great harm to the enterprise and brand. The research shows that brand relationship will go through the dynamic process of "build-break-continue" cycle, when the brand makes a mistake, the attribution of brand relationship rupture will be different. Based on this, this paper starts with the attribution of brand relationship rupture. Because the consumer type and the origin of the brand will also affect the consumer's attitude towards the brand, this paper introduces two variables: consumer ethnocentrism and brand origin. This paper studies their role in regulating brand relationship rupture attribution and brand relationship renewal intention. Firstly, this paper collates brand relationship rupture attribution through literature analysis. Brand relationship renewal willingness and consumer ethnocentrism and other aspects of research results, determined the framework of this study: starting from the brand error events. This paper studies how the attribution of brand relationship break affects the willingness of brand relationship renewal, and studies the adjustment of consumer ethnocentrism and brand origin. Secondly, it takes domestic and foreign fast food brands as an example. Finally, SPSS21.0 was used for descriptive statistical analysis, reliability test, validity test, correlation analysis and regression analysis. The research results show that the origin of the attribution of brand relationship rupture will positively affect the willingness of brand relationship to continue. When the source of occurrence is from internal attribution to external attribution, the willingness of brand relationship to continue will be improved. Stability and controllability negatively affect the willingness to continue the brand relationship, the higher the stability, the lower the willingness to continue the brand relationship; The higher the controllability, the lower the willingness to continue the brand relationship. Consumer ethnocentrism and brand origin play a part of the role of adjustment. Only in the two dimensions of stability and controllability of brand relationship attribution has significant regulatory role. Finally, in view of the conclusion of this study, enterprises should actively guide the attribution of brand relationship breakage. Strengthen brand construction and other suggestions, but also put forward the lack of research and prospects of this paper.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2

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