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TABLE OF CONTENTS

Search Strategy..................................................................................................................................................... iii

1. The research of consumer-brand relationship restoring strategies based on consumer perception of

brand ability transgression and brand integrity transgression.......................................................................... 1

Bibliography........................................................................................................................................................... 3

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SEARCH STRATEGY

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S7 brands and integrity ProQuest Dissertations & Theses Global 159135

S6 brand integrity ProQuest Dissertations & Theses Global 159135
S5 brand intergrity ProQuest Dissertations & Theses Global 171
S4 brand integrity ProQuest Dissertations & Theses Global 159135
S3 brand image ProQuest Dissertations & Theses Global 280720
S2 brand identity ProQuest Dissertations & Theses Global 251053
S1 ProQuest Dissertations & Theses Global 251053
brand identity

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Document 1 of 1

The research of consumer-brand relationship

restoring strategies based on consumer
perception of brand ability transgression and
brand integrity transgression
Ceng, Yi Fan . Wuhan University (People's Republic of China). ProQuest Dissertations Publishing, 2010.
10361037.

ProQuest document link

ABSTRACT (CHINESE)
Translation from original language as provided by author
The dissolution and restore of brand-consumer relationship is a hot issue, which attract both theoretical and
practical workers who intend to promote the researches and practices of brand relationship management.
Enterprises try very hard on restore the lapsed consumers and fix the relationships. Along with the rapid growth of
internet, the negative information about enterprise has traveled faster than any other time with tens and hundreds
of times as quantity as before, which overwhelm many enterprises. In this case, the common solution is publishing
new information to weaken the negative effect in order to restore lapsed consumers. However, same solution
doesn't work out in same situation. According to different condition, the improper solution will desert the brand
that in sore trouble and distress.This article unscrambles literature of brand-consumer relationship, dissolution
and restore, and information theory at first, then explore an issue of the effect of different information strategy on
consumers' perception of brand and intentions of restoring relationship in the conditions of different brand
transgression type. This article divides brand transgression type to perception of ability transgression and
perception of integrity transgression adapting interpersonal theory. 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

DETAILS

Subject: Business administration

Classification: 0310: Business administration

Identifier / keyword: (UMI)AAI10361037 Social sciences

Number of pages: 0

Degree date: 2010

School code: 9091

Source: DAI-C 75/02, Dissertation Abstracts International

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Place of publication: Ann Arbor

Country of publication: United States

Advisor: Huang, Jing

University/institution: Wuhan University (People's Republic of China)

University location: Peoples Republic of China

Degree: Master

Source type: Dissertation or Thesis

Language: Chinese

Document type: Dissertation/Thesis

Dissertation/thesis number: 10361037

ProQuest document ID: 1868830190

Document URL: https://www.proquest.com/dissertations-theses/research-consumer-brand-

relationship-restoring/docview/1868830190/se-2?accountid=31785

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individual underlying works.

Database: ProQuest Dissertations &Theses Global

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 Bibliography
Citation style: APA 6th - American Psychological Association, 6th Edition

Ceng, Y. F. (2010). The research of consumer-brand relationship restoring strategies based on consumer
perception of brand ability transgression and brand integrity transgression (10361037). Available from ProQuest
Dissertations & Theses Global. (1868830190). Retrieved from https://www.proquest.com/dissertations-
theses/research-consumer-brand-relationship-restoring/docview/1868830190/se-2?accountid=31785

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