Study On The Relationship Of Brand Experience, Brand Identification And Brand Attachment

In the 21 st century, the homogeneity of products and services in enterprises has become more serious, and brand competition has become the theme of market competition. Consumers are no longer satisfied with the quality of the product or service; they are paying more attention to the brand experience. At the same time, emotional marketing has become a new form of marketing in enterprises. In addition,brand attachment as a unique emotional connection between consumers and brand, has significantly influence on consumer loyalty and brand relationship. Existing research has showed that brand experience has a significant influence the relationship between the consumer and the brand. On the basis of literature review, this paper establishes the model of "brand experience, brand identification, brand attachment" to study the relationship between brand experience and brand attachment. And brand identification is as a mediating variable in this model.Firstly, this paper defines the main variables. Brand experience is divided into four dimensions: sensory experience, emotional experience, operation experience and thinking experience; brand identification is divided into two dimensions: personal and social identification; brand attachment is divided into two dimensions: emotional connection and the brand associated with self. Secondly, this paper sends questionnaire survey to ordinary consumers to collect data. Finally, this paper uses SPSS19.0 and Lisrel8.7 software, through the empirical analysis method, from the overall and dimensional level to study and analyze how brand experience and brand identification affect brand attachment.Through the empirical results,this paper found that: brand experience has a significant positive influence on brand identification, including sensory experience and emotional experience have significant positive influence on the two dimensions of brand identification, thinking experience only has a positive influence on personal identification, and operation experience has no significant positive influence; two dimensions of brand identification have significant positive influence on the two dimensions of brand attachment; brand experience has a significant positive influence on brand attachment, including emotional experience and thinking experience have significant positive influence on the two dimensions of brand attachment, sensory experience and operation experience only have a positive influence on emotional connection; brand identification has mediating influence between brand experience and brand attachment. In addition, three variables on the different demographic characteristics of the consumers show some differences.Finally, based on the empirical results, this paper put forward suggestions to explain how to improve consumers’ brand attachment for the enterprise:(1)taking overall considerations to increase brand experience;(2)based on the different dimensions of brand experience,practicing the marketing activities specifically;(3)positioning the psychological needs of consumers accurately, and seizing the advantage of brand identification;(4)according to the different characteristics of target consumers, designing the content of brand experience differently.