The Research Of Social Circle And A Sense Of Belonging Influence On Self-brand Connections

Consumer activity, consumer self-concept and perceived brand message more match, thenthe consumer more likely to buy the brand. However, the formation of consumers’ self-concept isa more complex process, which in addition to factors outside by themselves, the environment,others extrinsic factors also actively involved. In a strong "collective spirit" consciousnessChinese people, our self-concept formation and others affected by environmental phenomenon isparticularly evident. Such as: people’s self-concept has both a clear relationship between selfcharacteristics; Another example: We are very focused on what people emphasize their groups.These contents are also bound to be the consumption process. Based on this, the Chinese aremoving towards under "consumer power" of large environmental background, I have studiedChinese traditional culture and national self-the idea of the relationship between brand contact.Research on the relationship between Social circle type and A sense of belonging toSelf-Brand Connections, as well as the Public self-consciousness and Brand Value influence ofthe regulation of the relationship. StudyⅠexplore the relationship of self-brand connectionand Social circle type and discussion Public self-consciousness and Brand Value influence of theregulation of the relationship. StudyⅡexplore the relationship of self-brand connection andA sense of belonging and discussion Public self-consciousness and Brand Value influence of theregulation of the relationship.The purpose of this paper is: a clear pattern of difference what type of social circlesqualities affect consumer brand linked to the enterprise brand positioning and building consumerbrands to play a guiding role when loyalty.