Research On Effect Of The Consumer Self-Congruence On Brand Attachment

Brand attachment is a vital means to gain competitive advantage for modern enterprises, how to get brand loyalty has been the focus in the marketing research fields. Except customer satisfaction and value which is an important influence factor of brand loyalty, some research has already found that the brand attachment is also a factor which cannot be ignored. Study brand attachment formation mechanism has academic and practical meaning to the creation of brand relationship.This paper discusses the influence of the consumer self-concept congruence on brand attachment. Domestic and foreign scholars for the self-concept congruence, brand attachment theory have achieved fruitful results, however, the existing literature studying the effect of consumer self-concept congruence on brand attachment is very few, especially the relevant empirical research. So this paper is precisely to enrich the current domestic research as a starting point, with the analytical methods to verify the impact of the self-concept of congruence on the brand attachment.This Paper summarizes the achievements of previous studies, building the model of the influence of the consumer self-concept congruence on brand attachment first. This model would discuss the influence of the real and ideal self-concept congruence to the brand attachment separately. Then on the basis of classic self-concept structure Sirgy divided, classic Big Five model of brand personality theory by Aake, the localization brand personality scale by Lu Taihong, Huang Shengbing and the clothing brand attachment scale by Hung Liu Nya, this paper would form the final survey scale. This study selects the Adidas brand as the object, combine quantitative and qualitative method, use the easy sampling methods to collect dates. Finally the questionnaires are distributed400copies and take back360valid questionnaires.With the SPSS17.0dada Statistic analysis, the results are as follows:consumer self-concept congruence, including both real self-concept congruence and ideal self-concept congruence have the positive influence on brand attachment; the influence of consumers’ ideal self-concept congruence is more greater than consumers’real self-concept congruence.In theory, this study extends the theoretical study of the domestic brand attachment width and provides a foundation for further studies of the influence of self-concept congruence on brand attachment. In practice, this paper provides the theoretical support for marketing practitioners, helps enterprises to correctly grasp the consumer psychology, guides them how to expand effective marketing campaigns, and at the same time, which can help to maintain and enhance the sense of consumer brand attachment, so as to enhance the brand loyalty of consumers.