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。 Under the crisis of product injury, the relationship between brand and consumer continues to undergo a dynamic process from reflection, compensation, communication and acceptance to recovery. The essence of the continuation of the relationship between consumers and the brand is the result of the common action of the interest mechanism and the emotional mechanism. The mechanism of interest is that the brand party resumes trading relationship with the brand by compensating for the input and attracting investment, making up for the crisis of consumers’ loss, bringing promotional benefits to consumers, and consumers being attracted by the perceived benefit of the brand. In the mechanism of interest of renewed brand relationship, perceived risk, perceived loss and brand play a regulatory role. The emotional mechanism for the renewal of the brand relationship is that the brand party compensates for the input and the emotional investment so as to make consumers feel satisfied with the compensation and restore the brand trust so as to restore the brand emotion and achieve the renewal of the relationship. In the emotional mechanism of renewed brand relationship, the expectation of compensation, the fairness and the attribution of responsibility play an adjusting role.