Research On The Influence Of Brand Happiness On Consumers' Dedication

"Happiness is the supreme spiritual enjoyment"(Aristotle),"Knowing Leshan,benevolent water"(Confucius),happiness is the ultimate goal of all human struggle and pursuit.In recent decades,the concept of happiness has caused The resonance of scholars from different disciplines,philosophers,psychologists,economists and sociologists are actively exploring the meaning of happiness and ways to improve.The marketing academics propose that brands can seek more happiness for consumers.Brand consumption is an important channel for chasing the “Holy Grail of Happiness”.Happiness is one of the main lines of the Chinese dream.How to create happiness is the goal of pursuing a better life in the new era.China's excellent brand will be the cornerstone and guarantee for the improvement of people's happiness.This is the responsibility and mission entrusted to them by history.Based on this,this article takes the brand happiness atmosphere(value realization,unique meaning,positive experience)as the pre-variable,customer devotional behavior(premium purchase,brand collection,brand evangelism,brand oppositional behavior)as the outcome variable,brand belief as the mediator variable Adjusting orientation(promoting orientation,defensive orientation)proposes research hypotheses and constructs research models for regulatory variables.This paper mainly uses literature method,research method,confirmatory factor analysis and multiple linear regression method to study.The results show that brand happiness has a positive impact on customer devotional behavior.Brand happiness has a positive impact on brand beliefs;brand beliefs play a partial mediation role between brand happiness and customer devotional behavior;Regulatory focus plays a moderation role between brand happiness and customer devotional behavior.Finally,based on the research results,this paper puts forward some suggestions on how to create brand happiness and enhance customer devotional behavior.The expectation conclusion can provide enlightenment and direction for Chinese enterprises' brand marketing.