Abstract: This study tries to find an answer to the question: Are different fit of benevolent contribution conducive for repair consumption intention after brand scandal? The results from an empirical study suggest that different fit of benevolent contribution may be conducive for rebuilding brand trust and consumption intention. The study found that, compared with lower charitable donations’ fit, a higher one will lead to rebuild or get renewal a higher brand trust and consumption wellness; meanwhile reconstruction of brand trust fully mediated repair effect, and the perception of responsibility partially moderated main effects.