Research On The Interaction Of Loneliness And Brand Relationship To Consumers’ Brand Attitude

The interaction between enterprises and consumers is an important way of brand building.In order to more effectively position their own brands,companies usually adopt two strategies to manage the relationship between brands and consumers.One is the main “professional card” and adopts the “easily tempting” strategy.Try to establish an exchange-type brand relationship with consumers.The other is the main “emotional card” and adopts the “emotional person” strategy.Establish a shared brand relationship with consumers.With the acceleration of the pace of life,loneliness has become a common psychological state in modern society.loneliness can affect the individual’s consumer behavior.However,there has been no research into the relationship between loneliness and different types of brand relationships.Therefore,this article will explore the influence of loneliness on consumer brand attitude under the framework of different types of brand relationships.This study explored the interaction of loneliness and brand relationship to consumers’ Brand attitude through two formal experiments,and studied the mediating effects of attribution needs on the above mechanisms,and the moderating effects of perceived uncertainty.The result of experiment 1 shows that loneliness and brand relationships interact with consumers’ brand attitudes.When using shared brand relationships,consumers with higher loneliness have higher brand attitudes;when using exchange brand relationships,The higher loneliness consumers have,the lower their brand attitude.At the same time,it also verifies the mediating role of the need for attribution,that is,the sense of loneliness of consumers interacts with the brand relationship to influence the brand attitude of consumers by affecting their own attribution needs.Experiment 2concluded that in the context of high perceived uncertainty,regardless of loneliness levels,consumers have a higher brand attitude toward brands with exchange-type brand relationships;in the context of low uncertainty,When adopting a shared brand relationship,consumers with higher loneliness have higher brand attitudes;when using exchange-brand relationships,consumers with higher loneliness have lower brand attitudes.