品牌關係準則對再續品牌關係意願的影響

When consumers form relationships with brands analogous to interpersonal relationships, they use social relationship norms as a guide for their interactions with brands. This paper, through experimental method and by empirical analysis, verifies that brand relationship norms (communal relationships and exchange relationships) can effect on consumers' relationship restoration intention with brands via regain input. Consumers with communal norms versus exchange norms tend to have higher restoration intention when apologized after a ransgression, while consumers with exchange norm prefer tangible return. Perception of gain-Mianzi exists in consumer relationship restoration intention.