The Effect Of Brand Attachment On Consumer's Willingness To Pay A Premium

In recent years,with the development of national economy,consumers' disposable income has been increasing,and consumer willingness to pay premium for well-known brand products has increased significantly,forcing enterprises to pay attention to consumer willingness to pay premium.How to enhance the consumer willingness to pay premium,has become a long-term concern of Chinese and foreign marketing scholars and business issues.There are many factors that affect the willingness to pay premium,among which,brand loyalty is an influencing variable of the willingness to pay for premiums verified by most scholars at home and abroad.Many scholars have found that brand attachment has an impact not only on brand loyalty but also on the willingness to pay for premiums.Therefore,this paper analyzes the effect of brand attachment on consumer willingness to pay with brand loyalty as an intermediary variable.Based on the theory of brand attachment,brand loyalty and willingness to pay,and the domestic and foreign scholars 'research results,this paper puts forward the research hypotheses and constructs the research model,and tests the effect of brand attachment on consumer willingness to pay premium.Based on the results,smart phones and other related brands to provide appropriate marketing recommendations.First of all,this paper describes the background,purpose,content,significance,research scope and research method as well as the research technical route and innovation point.Secondly,the concepts of brand attachment,brand loyalty,willingness to pay,and the dimension of measurement are defined.Based on the existing research results,the relationship between them is analyzed and proposed.The hypothesis is constructed and the model is described.Conceptual connotation and design of measuring question also are elaborated.Thirdly,by means of questionnaire,the data of study were obtained,descriptive statistical analysis and scale reliability and validity were analyzed by SPSS19.0.On the basis of this,AMOS22.0 was used to perform confirmatory factor analysis and path model matching analysis.The results of the analysis test the hypothesis.Finally,the results of empirical research are summarized and discussed,and relevant marketing suggestions are put forward according to the conclusions.At the end of this paper,the shortcomings of this research and the future research directions are expounded.The empirical results show that brand loyalty has a significant positive impact on brand loyalty and willingness to pay for premium;brand loyalty has a significant positive impact on willingness to pay for premium;brand loyalty partially mediates the effect of brand attachment on premium willingness to pay.The assumption is basically verified.In addition,the basic characteristics of individual consumers in the brand attachment to the impact of brand loyaltyplay a regulatory role.But different groups of the same individual characteristics of consumers have no influence to brand loyalty.The basic characteristics of individual consumers play a moderating role from brand loyalty to willingness to pay for premium,and different groups of the same individual characteristics of consumers has significant difference influence to willingness to pay for premium.Based on above conclusions,this paper presents some marketing suggestions for Chinese-made smart phones and other related independent brands: ?Meet the market demand and improve consumer brand attachment;? Implement differentiation strategy and improve consumer brand loyalty;? Deepen the brand strategy and improve the consumer premium willingness to pay.In the process of research,there are two main innovations: First,there is an innovation in the study of variables that is the brand loyalty should be seemed to pay the intermediary variables between brand attachment and premium willingness to pay.Second,this paper constructs a research model with the brand attachment as the predecessor variable,the brand loyalty as an intermediary variable,the premium payment willingness as the result variable.It is innovated on the other hand that innovation is the path of the impact of the brand attachment to the premium willingness to pay.