A Research of the Effects of Relationship Norms and Face on Consumers´ Willingness to Regain Relationships 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´ willingness to regain relationships with brands via regain input. Apology makes communal consumers more willing to regain relationship; tangible return make exchange consumers more willing to regain relationship. The face mechanism does exist in the process of willingness to regain relationship.