The Research On The Influence Of Brand Experience On Brand Attachment: Roles Of Brand Trust And Consumer Involvement

As the market competition is increasingly fierce and the phenomenon of product homogeneity is serious,the brand is more and more concerned and valued by consumers.The research on brand is an important subject in the field of marketing and consumer behavior.And the development of brand attachment theory provides a new perspective for brand research.Brand attachment can be traced back to the attachment theory in the field of psychology.It is a relatively new concept of marketing and an emotional connection between consumers and a specific brand.We can regard brand attachment as a kind of intangible assets of enterprises,which plays an important and significant role in increasing the sales of enterprises,obtaining the brand premium,and improving the market competitiveness of enterprises.So how to cultivate and enhance the degree of consumer attachment to the brand,has become the focus of marketing and business.This study is carried out in the context of the above,focusing on the pre variables of brand attachment,that is,the factors that affect consumers' brand attachment.Through literature review,this study finds that,in the study of factors affecting brand attachment,few scholars take the integration of brand experience,brand trust and brand attachment into consideration,and study the consumer involvement in this situation.Therefore,this study takes smartphone brand as an example,and explore the effect of brand experience on brand attachment,and brand trust as a mediator variable between the two.This study will also explore the moderating effect of the consumer involvement between brand experience and brand trust.Through the questionnaire,306 valid samples were collected.And statistical software SPSS 19 and AMOS 20 were used to conduct statistical analysis and hypothesis test,and the following conclusions were drawn:1.Smartphone brand experience has a significantly positive impact on brand attachment.And the impact of the sensory experience of the smartphone brand on brand attachment is not significant,while the emotional experience,thinking experience and action experience have a significantly positive impact on brand attachment.2.Smartphone brand experience has a significantly positive impact on brand trust.And the sensory experience,emotional experience and action experience have a significantly positive impact on brand trust,while the impact of the thinking experience of the smartphone brand on brand trust is not significant.3.Smartphone brand trust has a significantly positive impact on brand attachment.4.Smartphone brand trust plays a partial mediating role between brand experience and brand attachment.5.Smartphone consumer involvement plays a positive moderating role between brand experience and brand trust.This study enriches and develops the theory of brand attachment,and also provide a thinking perspective to enhance consumer brand trust and attachment to a certain extent,and guidance for enterprise marketing and brand management.