Research On Influencing Factors Of Consumer Brand Cult

In the past,a brand was an item or a concept,but now the brand represents a relationship.The extent to which brands can be observed,perceived and experienced by consumers will directly affect the degree of their relationship with the brand.Brand cult is a concept that has only been observed and proposed in recent years.Scholars have studied on the formation mechanism,dimension,definition,and form of expression of brand cult.However,there are still many areas could be researched and developed.This study aims to explore the influencing factors of brand cult.After sorting out the relevant literature,selected brand cult,perceived product quality,perceived service quality,consumer identity,brand rituals,and positive word-of-mouth communication to construct the model of consumer brand cult influencing factors for this study.Before considering the research object of this study,reviewing predecessor research cases extensively and administered questionnaire surveys in a small scope,it finally shows that NIKE can be better recognized by consumers.Based on this,choose NIKE as the research object.The sorting of the measurement questions of the questionnaire mainly comes from the collation of existing literature and maturity scales.To ensure that the scales and models are feasible,the questionnaires are pre-investigated first,Then disseminate after passing the reliability and validity test.After collecting sample data online and offline,this study using related data software to conduct descriptive statistical analysis,exploratory factor analysis,and confirmatory factor analysis to confirmed the reliability and validity of the questionnaire and the model,at last,used the structural equation model to perform hypothesis testing.This study finds that brand cult will be significantly positively affected by perceived service quality,consumer identity,and brand rituals.Positive word of mouth will be significantly positively impacted by brand cult and brand rituals.At the same time,it was verified in the mesomeric effect test that the impact of brand rituals was partially achieved through brand cult,in which brand cult played a part in mesomeric role.According to the research results,this study puts forward suggestions for company to build their own brand cult: companies can strictly monitor product quality,upgrade service quality,enhance consumer satisfaction;catch the key values to accurately capture consumers;design brand rituals and promote consumption;regulate word of mouth to guide consumer's brand attitude,enhance consumer brand relationship,and promote brand cult.Finally,after summarizing the deficiencies of this study,keep look forward to the future related research directions.