A Research Of Antecedents And Consequences Factors Of Brand Attachment

80%of corporate profits come from20%of the customers, and these customers are loyalty customers. This shows that brand loyalty is very important for corporate marketing activities. The topic how to improve brand loyalty has been the focus of in the marketing research field. People find satisfaction and value is an important influence factor of brand loyalty, but sometimes customer satisfaction does not necessarily lead to customer loyalty and, thus, the marketing scholar began to explore other factors that affect brand loyalty. The researchers found that another driving factor for the impact of brand loyalty, that is, brand attachment. Study the role of brand attachment mechanism and the factors that affect brand attachment has academic and practical meaning.Brand attachment is based on several theories; include attachment theory, the theory of brand and consumer-brand relationship theory and self-consistency theory. Brand attachment is a relatively new concept in the domestic marketing research field. Attachment theory comes from the psychology field; many scholars apply it to the marketing field, extend to some new concept, such as material attachment, place attachment, product attachment and brand attachment. This paper describes some other similar concepts different from brand attachment, such as brand love and involvement, brand commitment, brand attitude and satisfaction concept. Through a lot of literature research, we propose five hypotheses and these five hypotheses form the model of this study. Three factors of the utility value, memory, enjoyment and brand attachment have a positive correlativity, brand attachment positive effect on brand loyalty and premium willingness to pay a price premium.By the definition of the concept and scale development, study use empirical research methods and questionnaire survey to collect questionnaire data, analyze by SPSS software and Lisrel software, through exploratory factor analysis, confirmatory factor analysis, and Path analysis and so on to verify the hypotheses. Finally, through data analysis, five hypotheses are proved to be true. The study concludes that the higher the utility value that the individual perception of the product, the higher her/his level of brand attachment.The more memory that is relative to products, the higher her/his level of brand attachment. The more enjoyment that products provide customer, the higher her/his level of brand attachment is. The higher her/his level of brand attachment is, the higher her/his level of brand loyalty is, and the higher her/his willingness to pay the possibility of product premium is. This study for corporate marketing activities has practical meaning. Companies can increase the utility value of the brand product itself, and increase usefulness to raise the degree of attachment of the consumers to brand, thereby increasing brand loyalty of consumers and promoting consumers willingness to repeat purchase and to pay a price premium.