Study On Relationship Of College Student’Four-Colors Personality Analysis And Brand Attachment

As the consumption awareness of college Students growing, their unique character traits formed a unique concept of consumption. This paper will study the FPA of current college students and brand attachment. By analyzing the internal mechanism, we want to recognize the consumption trends of the youth. Exploring new ideas for the design and development of enterprise products. Innovativing marketing strategies for businesses to develop new markets.Through to understand the FPA and brand attachment of the Students deeply, I did pre-research and formal research. The data collected were analyzed by SPSS17.0to find dimensions that affecting college student’s Brand Attachment.The used methods of data analysis are descriptive analysis, reliability analysis, factor analysis, correlation analysis, multi-factor analysis of variance, independent samples t test and ANOVA analysis.The main results are as follows:1. by analyzing the investigation report, we found the four dimensions of Brand attachment are:Relationship management, Brand-self-congruity, Emotional connection and Trust in the protection dimension.2. FPA and brand attachment is relevant. The Red people emphasize the trust protection factor. Blue people emphasize the relationship management and the emotional bond significantly. Yellow people emphasize the brand-the self-consistency factor significant while Green people have little difference on all dimensions of Brand attachment. Students of different character colors of clothing and shoes have a higher attachment complex; there are significant differences in color cosmetics.3. The Relation management, Trust protection and Emotion bond of Brand attachment have positive impact on behavior loyalty of people. While Trust protection of Brand attachment have positive impact attitude loyalty of people.4. There was no significant difference in different demographic variables, age and family sources of the various dimensions of brand attachment. Undergraduate degree students in relationship management dimensions were significantly different. Male students differ in relationship management dimensions while female students differ in the trust protection dimensions.Arts students there differ in the trust protection dimension.For FPA of Personality traits, the following advices are proposed to enterprise:1. Brand-self-consistency dimension should be focused for Yellow character people, Personality of the product design and a unique marketing strategy should be make to win the yellow character’ heart.2. Relationship management and emotional bond dimension. Should be focused for Blue character people, Guide the positive consumer experience and strengthen the emotional bond between consumers and brands in order to establish a good brand relationship. This is an important guarantee to enhance brand attachment. 3. To grab the red character of the people, strengthen the quality status is the key. With the means of science and technology continue to enhance the manpower, personnel, products, services and other elements, so that consumers have full confidence from the heart.