The Study On The Influence Of Brand Experience To Brand Attachment--Brand Personality As The Mediator

With the market competition increasingly more and more, the homogeneity phenomenon of product and service is serious, and cultivating consumers’ brand attachment is becoming the focus of marketing. How to cultivate and promote consumers brand attachment has become a focus of business community and academia’s attention. Based on many literatures, a lot of scholars at home and abroad studied and tested the brand experience has a significant positive effect on brand attachment. However, some domestic scholars have proposed that brand attachment has a positive influence on brand experience. Exactly how the relationship between brand experience and brand attachment becomes a controversy of marketing research. This article will explore the impact of brand experience on brand attachment. And the same time, brand personality will be introduced as a mediating variable to deeply analyze the impact mechanism of brand experience on brand attachment.This paper takes mobile phone brand as the research object, collecting624effective sample data through the questionnaire investigation, and using the factor analysis, correlation analysis and structural equation model to verify the relationship model and research hypotheses among brand experience, brand personality and brand attachment. The results showed that:(1) Brand experience has a significant direct impact on brand personality and brand attachment; and brand personality directly affects brand attachment.(2)Brand personality plays a part of mediating effect between brand experience and brand attachment.(3) Emotional experience and operation experience of brand experience have a significant direct impact on emotional connection of brand attachment; emotional experience and thinking experience of of brand experience have a significant direct impact on brand self-association.(4) Sensory experience, emotional experience and operation experience have a significant direct impact on brand personality and brand personality has a significant direct impact on emotional connection and brand self-association of brand attachment.(5) Under the mediating role of brand personality, sensory experience, emotional experience and operation experience have a significant direct impact on emotional connection and brand self-association. At the end of the paper, we put forward the research conclusions and give some advice on how to improve consumers’ brand attachment.