The Study On The Content Structure Of Consumers' Brand Attachment And Its Relationship With Other Factors

On the basis of literature review,interview and questionnaire survey,this dissertation takes the initiative to probe into the content structure of consumers' brand attachment and its related issues.Specifically speaking,the text include 4 parts:(1) investigate the content of consumers' brand attachment;(2) discuss the effect of antecedent to brand attachment;(3)discuss the consequences of consumers' brand attachment,that is the relationship among brand attachment, behavior loyalty and attitude loyalty;(4)the influence mechanism of consumers' brand attachment to consumers' behavior and attitude;(5)the influence of demographics was tested on the three factors.The survey was conducted to investigate more than 1000 subjects in cities of Beijing,Tianjin,Hebei and Guangdong.Different statistical methods,such as exploratory factor analysis,confirmatory factor analysis,structural equation modeling,canonical correlation analysis and hierarchical regression analysis were applied for data analysis.The findings of the research are as follows:Firstly,by using exploratory factor analysis and confirmatory factor analysis,a three-factor model of consumers' brand attachment with affection bind,trust and brand-self connectedness is innovated.The reliability and validity of the consumers' brand attachment content questionnaire are highly enough.Secondly,by using correlation analysis and regression analysis,it reveals that brand reputation and WOM are significant predictors of brand attachment.Thirdly,by using correlation analysis and regression analysis,it reveals that brand attachment is a significant predictor of outcome variables such as behavior loyalty and attitude loyalty.Fourthly,by using hierarchical regression analysis finds out that affective commitment is the mediators between brand attachment and behavior loyalty.Fifthly,the results of T-test and ANOVA indicate that the demographical have some significant effects on the content of brand attachment.