产品伤害危机下消费者与品牌关系再续机制

发布时间：2018-05-21 03:28

本文选题：产品伤害危机 + 消费者-品牌关系　；参考：《现代经济探讨》2015年04期

【摘要】：在产品伤害危机下,品牌与消费者的关系再续经历了从反省、补偿、沟通、接受到恢复的动态过程。消费者与品牌关系再续实质是利益机制和情感机制的共同作用的结果。利益机制是品牌方通过补偿投入和吸引投入,弥补消费者的危机损失,带给消费者促销利益,消费者受到品牌感知利益的吸引而与品牌恢复交易关系。在品牌关系再续的利益机制中,感知风险、感知损失和品牌比较起着调节作用。品牌关系再续的情感机制是品牌方通过补偿投入和情感投入,使消费者对补偿感到满意和恢复品牌信任,从而修复品牌情感,实现关系再续。在品牌关系再续的情感机制中,补偿期望、公平性和责任归因发挥着调节作用。
[Abstract]:Under the crisis of product injury, the relationship between brand and consumer goes through the dynamic process from introspection, compensation, communication and acceptance to recovery. The essence of the relationship between consumer and brand is the joint effect of interest mechanism and emotional mechanism. The benefit mechanism is that the brand party compensates the investment and attracts the investment, makes up for the consumer's crisis loss, brings the consumer the promotion benefit, and the consumer is attracted by the brand perceived benefit and recovers the transaction relationship with the brand. In the interest mechanism of brand relationship continuation, perceived risk, perceived loss and brand comparison play a regulating role. The emotional mechanism of brand relationship continuity is that the brand side can make consumers feel satisfied with compensation and restore brand trust through compensating input and emotional investment, so as to repair brand emotion and realize relationship renewal. Compensation expectation, fairness and responsibility attribution play a regulating role in the emotional mechanism of brand relationship continuation.
【作者单位】：上海金融学院工商管理学院;
【基金】：中国博士后科学基金资助项目“产品伤害危机下消费者—品牌关系断裂与再续研究”(项目编号:20110490649) 教育部人文社会科学研究青年基金项目“虚拟社区信任及其对消费者行为的影响”(项目编号:10YJC630306) 上海市教育委员会科研创新项目“上海老品牌文化元素激活”(项目编号:14ZS156)的阶段性研究成果
【分类号】：F273.2

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