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.