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首页> 外文期刊>European Journal of Business and Management >Research on the Influence of Brand Personality on Brand Forgiveness
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Research on the Influence of Brand Personality on Brand Forgiveness

机译：品牌个性对品牌宽恕的影响研究

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摘要

As market competition becomes more and more fierce, brand building and customer retention are important ways for modern enterprises to find competitive advantages. Some brand problems arise inevitably in the development of modern enterprises. How to survive in a crisis, retain the original customers, which have been the primary businesses for enterprises to find ways to solve. The aim of the present study is to explore the mechanism between brand personalities and brand forgiveness. The explanations for this study is based on the framework of the Theory of Similarity. Combined with the theory, the study explains the influence of brand personality on brand forgiveness from the path of brand trust. And in the context of emotional brand attachment, this mechanism is more obvious.
机译：随着市场竞争越来越激烈，品牌建设和客户保留是现代企业获得竞争优势的重要途径。在现代企业的发展中不可避免地会出现一些品牌问题。如何在危机中生存，保留原始客户，这些一直是企业寻找解决方案的主要业务。本研究的目的是探索品牌个性与品牌宽恕之间的机制。本研究的解释基于相似性理论的框架。结合理论，本研究从品牌信任的角度解释了品牌个性对品牌宽恕的影响。在情感品牌依恋的背景下，这种机制更加明显。

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