Effect of Self-construal and Persuasive Strategies on Willingness of Consumers to Restore Brand Relationship

This paper, in situation of chronic self-construal, has demonstrated the effect of interaction between persuasive strategies and self-construal on credibility of information perceived by consumers, and verified the moderate effect of brand attachment on interaction between persuasive strategies and self-construal to credibility of information perceived by consumers, and confirmed the mediater of perceived credibility of information in interaction between persuasive strategies and self-construal and willingness to restore consumer-brand relationship.