Research On The Influencing Mechanism Of Brand Attachment On Sports Shoes’ Brand Loyalty

Currently, China has entered the era of brand economy and chasing brand hasbecome a kind of instinct of purchase in consumer. So, how to enhance consumer’sbrand loyalty and develop the brand loyalty both in behavior and attitude, is a majorissue concerned for long-term by Chinese and foreign marketing scholars.There aremany factors affecting consumers’ brand loyalty, For example, many scholarsproposed satisfaction and commitment is the important reason for the formation ofloyalty, the attachment, however, is one of psychologically important variables toaffect brand loyalty,which has gotten more and more attention in recent years. Thispaper applies the theory to the sports shoes brand, analyzing the influence mechanismof consumers’ psychological attachment to the brand loyalty, trying to demonstrate: Inthe sports shoes industry, consumers’ brand attachment not only directly affect thebehavior loyalty and attitude loyalty of the sports shoes brand,but also indirectinfluence the behavior loyalty and attitude loyalty of the sports shoes brand throughthe intermediary role of brand commitment.In order to achieve the research target, this research firstly reviews attachment,brand attachment and brand loyalty and summarizes the influence model ofconsumers’ psychological attachment to the brand loyalty, making assumptions on thebasis of summarizing the predecessors’ theory, developing the influence model ofsports shoes brand attachment to sports shoes brand loyalty through the logicalreasoning. Secondly, through the reading related literature at home and abroad, on thebasis of muture scale choose for measurement scale, according to the survey scale andexpert advice designed acquisition empirical research data preliminary investigationquestionnaire. Again, after the preliminary investigation data acquisition, testing thereliability and validity of preliminary investigation questionnaire and item, and in thisfoundation forms a formal investigation questionnaire. Finally, for large sampleinvestigation, by using the structural equation model of theoretical model andresearch hypothesis verification, and the empirical research conclusions are discussed and analyzed.Empirical analysis results show that: firstly, the main factors of sports shoesbrand attachment are brand personality, hedonism and appearance, the utility’sinfluence on the sports shoes brand attachment in the confirmatory factor analysisdoes not pass through, so the author has made the corresponding explanation.Secondly, sports shoes brand attachment proved to have significant influence on bothsports shoes brand behavior loyalty and sports shoes brand attitude loyalty. Finally, asfor sports shoes brand behavior loyalty, the sports shoes brand attachment indirectlyinfluence the sports shoes brand behavior loyalty through the completely intermediaryrole of brand commitment. However, as for sports shoes brand attitude loyalty, thesports shoes brand attachment not only indirectly influence the sports shoes brandattitude loyalty through the partial intermediary role of brand commitment, but alsodirectly affect the sports shoes brand attitude loyalty.