The Research On Relationship Between Self-Congruence And Emotional Experience To Purchase Intention

When choosing a brand, the consumers may compare the brand personality with their cognitive of themselves, if the brand personality consistent with a dimension of self-concept, they will be touched and accept the brand in emotion, sympathize with it. Recent years, experience has been paid more attention in enterprise marketing, in general experience can be divided into five aspects: sensory ,emotional, thinking, action and relations, The author believes that only emotion to the brand and have a strong pleasant experience , then consumers will have willing to purchase, as a result of action of purchase.However, the self-congruence is not a direct impact to purchase intention, previous research has confirmed that self-congruence has an impact on emotion, and sentiment in the formation of purchase intention has a great role in the decision ..the author made assumption on the basis of this, it is precisely because of self-concept and brand personality, leading consumers have a positive emotional experience to the brand, then leading to the above-mentioned actions. As the brand personality is the core component of brand image, congruence between the brand personality and the concept play an equally important role with the congruence between the brand image and the concept. In other words, consumers are willing to choose the brand personality consistent with the concept of self-concept, as in emotional recognition of the brand. Once the brand has a definite brand personality, consumers can easily think of the brand with themselves, so that enterprises can use the brand strategy, to create a highly emotional brand loyalty of the consumer groups.In this study, the author takes NOKIA as object. China's consumer self-concept and brand personality of the degree of consistency has positive influence on the consumer brand experience emotions, The consistency of consumers' ideal social self-concept and brand personality to the brand emotional experience of consumers is higher than that of the social self-concept and brand personality .For people pay more attention to what others thin of themselves, The consistency of consumers' ideal social self-concept and brand personality to the brand emotional experience of consumers is higher than that of the ideal self-concept and brand personality . Those are what I want to prove in my paper.