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

Brand attachment is increasingly became an important means of business competition.Many factors affect the brand attachment, in which the congruence of consumer self concept and brand bersonality (referred to as "consumer self-consistency") plays a very important position.When consumers choose products usually want the brand personality in the product meet the consumer own characrer self-concept,and if so consumer select the product, if it does not,consumer look for those truly meet the self concept product.such fit between brand personality and self concept allow not only allow consumer to ecpress themselves to achieve the purpose.but also to achieve the silence outside the consumer self-expression.Comfort and satisfaction of this emotional,so that consumers have a positive attitude, consumersin order to maintain this emotional satisfaction,they will be to again buy this product,this continued buying behavior of consumers unknowingly to produce a feeling of the product,so slowly from a brand attachment.in this study, article From the self-concept and brand personality theory,establish the theoretical model,the mobile phone industry as a research brand,college students yonger age group as the research object of this emprirical analysis.The article reference the classic scales domestic and abroad to carry out the survey questionnaire,survey,issued a total of240copies,204copies of questionnaires,survey data were ananlyzed by SPSS software to analyze the result as follws.consumer real self concept (here in it is meant true self and ideal self) and the higer the degree of consintency between the brand personality of the brand, the more great degree of brand attachment.Two dimensions of self-concept, the ideal of self-consistency degree of influence on brand attachment exceeds the true extent of the impact of self-consistency of brand attachment. And this degree of influence there are significant differences between the mobile phone brand and the consumer variables from the ground. Thesis research findings have some reference value. In Theory, expanding the field of research on consumer brand attachment self-consistency effects, in practice, this study helps mobile phone manufacturers to grasp the consumer psychology, design their products according to the way consumers want, through this way closer to consumers, to attract consumers, ongoing corporate marketing activities...