The Research On The Influence Of Brand Attachment To Brand Relationship Quality And Customer Behavior Intention

Since the 1980s, more and more attention has been paid on the study of brand theory. As the attachment theory which originated in the field of psychology has been introduced into the Marketing field, brand attachment, as a new perspective, attracts the Marketing scholars'attention, but there is little study of brand attachment for the domestic scholars at present. Theoretically, to clarify the influence mechanism of brand attachment to brand relationship quality and customer behavioral intention can rich the research achievement of brand field much better. In practice, Enterprise value the emotional bond with consumers, and make relationship continuing strategies with consumers based on brand attachment, which is of great economic significance and social significance. Therefore, to further the research of brand attachment, clarify the the influence mechanism of brand attachment to brand relationship quality and customer behavioral intention is of great significance.Based on reviewing related literatures home and abroad, the research firstly constructs a theoretical model on the influence of brand attachment to brand relationship quality and customer behavioral intention, and defines the connotation and dimensions of each variable。It mainly researches the interaction among brand attachment dimensions, brand relationship dimensions and customer behavioral intention. In the model, brand attachment contains two dimensions named affection and depending, brand relationship quality contains three dimensions named trust, satisfaction and commitment. Secondly, the research develops scales for each variable with high reliability and validity. Finally, the research collects 232 efficacious samples through a network platform named"questionnaire star", and nakes data analysis based on them.The empirical results show that, one of the dimensions of brand attachment, affection, has positive impact on two dimensions of brand relationship quality, commitment and trust; the other dimension of brand attachment, depending, has positive impact on all the dimensions of brand attachment. The dimension of brand attachment, affection can not only directly influence the customer behavioral intention, but also can indirectly influence the customer behavioral through brand relationship quality. While depending can not directly influence customer behavioral intention, but can indirectly influence customer behavioral through brand relationship quality. The results also show that the difference of brand and brand using time has significant different influence on each variable. Finally, according to the above conclusions, some useful suggestions have been proposed.