基于能力和诚信断裂的品牌关系再续沟通策略

The Research of Consumer-Brand Relationship Restoring Strategies Based on Consumer Perception of Brand Ability and Brand Integrity

因品牌能力和诚信而导致的消费者-品牌关系断裂后,企业应采用怎样的信息沟通策略是本研究要探讨的问题。通过实证研究,论文检验了诊断型和争辩型两种信息沟通策略的有效性。因品牌能力问题而产生的品牌关系断裂,采取诊断型的信息沟通策略能更好获得消费者-品牌再续意愿;因品牌诚信问题而产生的品牌关系断裂,采取争辩型的信息沟通策略,能更好的获得消费者-品牌关系再续意愿。

This article divides brand transgression type to perception of ability transgression and perception of integrity transgression adapting interpersonal theory,and information strategy to diagnostic and counterargument strategy,trying to restore consumers.According to the result of the experiment,the effect of diagnostic strategy on ability transgression is stronger than counterargument strategy;the effect of counterargument strategy on integrity transgression is stronger than diagnostic strategy.