中文摘要：

品牌犯错后该投入怎样的关系再续策略才能恢复消费者品牌关系是本研究欲解决的核心问题。本文采用实证研究方法，检验了犯错品牌对再续关系投入的三种策略：道歉、有形回报和优待对消费者再续关系意愿的影响。同时也检验了品牌关系质量对消费者再续关系意愿的调节作用。

英文摘要：

The core of this research is what kind of relationship-rebuilding strategies should be inputted by the brand that made mistakes so that brand-consumer relationship can be rebuilt. Empirical approach has been taken in this research to test the effect of the three relationship rebuilding strategies,inputted by the brand that made mistakes,on consumers＇ willing of relationship rebuilding： apology, tangible reward and privilege, as well as the moderate function of the quantity of brand relationship on consumers＇ willing of relationship-rebuilding.