Driving Factors Of Garment Brand Attachment

Brand emotional marketing has become one of the important marketing trends in 21st century. As the basic theories in the field of psychology, attachment theory becomes the entry point of the study on brand emotion in marketing. Studying on garment consumers brand attachment formation mechanism and driving factors is significant for garment enterprise enhancing brand competitive.Based on theoretical study of brand attachment formation mechanism, this research constructs driving factors model of garment brand attachment, compiles garment brand attachment scale for empirical research, and concludes the garment brand attachment factors driving structure equation model by empirical research. The research content and conclusions are as follows:1) On the basis of the attachment theory and the existing research of brand attachment concept, this thesis defined the concept of the brand attachment in terms of its "belongs" and "dimensions". Then with the combining of garment connotation, the thesis pointed out that the clothing-self connection clothing brand attachment formation.2) On the basis of the theoretical study of the brand attachment forming factors and logical thinking on brand attachment forming mechanism, this thesis concludes the brand attachment forming route (see fig.3.3) and circulating route (see fig.3.4). Combining the study of the drving factor, the thesis concludes the basic driving model of brand attachment.3) Under the background of garment brand consumption, the thsis does the theoretical study on the composition dimension of the "brand trust" and "brand-self connection", apply/design the scal for measureing the two driving factors, and obtain the of garment brand attachment driving factors hypothesis model which involvs the two driving factors.4) With four attachment behavior characteristics as the starting point, according to the psychological scale compilation principles that behavioral characteristics measuring speculate the psychological characteristics, through 108 test sample data analysis, the thesis compiles a garment brand attachment scale involving 4 dimensions and 16 terms in total (see table 4-16). 5) 230 valid questionnaires are recycled for empirical study, and the reliability and validity and factor analysis indicate that scale is of excellent quality. After SPSS t-test inspection, get garment brand attachment difference, garment brand trust difference and garment brand-self connectin differences based on demographics.6) Using AMOS7.0 for structure equation model test, the thesis concludes the garment brand attachment driving factor model (see chart 5.5), which effectively verified the 14 related hypothesis (see chart 5-31), and gives the corresponding relationship between dimensions.The garment brand attachment forming route can help the enterprises understand the internal forming mechanism of consumers' brand attachment; The localization investigation and research on consumers' garment brand attachment offer the reference to understanding the garment brand attachment difference of domain consumer; Garment brand company can apply the garment brand attachment scale to measure their consumers attachment degrees and grasp its comsumers attachment characteristic; The garment brand attachment driving factors model and the corresponding relationship between dimensions which concludes by the empirical studies can help the enterprises establishs brand attachment enhancement programmes accordingly.