The Influence Of Self-brand Connection On Brand Attachment

At present,with the concept of domestic consumption upgrade raising,study of consumer psychology and consumer behavior based on consumer characteristics has become a new hot issue in marketing.How to rationally and effectively use big data to conduct research on each individual consumer plays an important role in enhancing consumer satisfaction and the company's own economic interests.Through the study of individual consumers to make consumers and brands establish a deep and solid emotional relationship has become a hot topic for scholars and marketers.In recent decades,scholars studying consumer-brand relationships,from two perspectives of brand: rationality and sensibility,have generally explored how to enhance consumer-brand relationships.However,even the theoretically validated and effective marketing management methods sometimes fail to achieve the desired results in the practical application process.The reason for this is that the establishment of a consumer-brand relationship is a multi-participation marketing campaign.From the perspective of the brand alone,it emphasizes the quality of products,the positioning of products,and the corporate image and so on.It is of course important to the consumer-brand management practice.But in the actual implementation of the consumer-brand relationship management practice,it is influenced by various factors,at the macro level,these factors include the political,economic,cultural and so on;at the meso level,these factors include the substitutions,competitors,new entrants and so on;at the micro level,these factors include the knowledge structure,income,individual knowledge,personality and so on.However,the existing literature is incomplete on the establishment of consumer-brand attachment relationships from the perspective of individual consumers,especially considering the consumer's personality and symbolic value needs.This paper starts from the theory of social identity and self-consistency theory,and considers the role of regulation focus theory in marketing.It explores the mechanism of self-brand connection on brand attachment in the context of China's culture,and the impact of regulation focus theory to this mechanism of action.It is hoped that it can provide a reference for establishing a deep and solid consumer-brand relationship from the perspective of consumer personality and image value.In this paper,427 sets of valid questionnaires were collected by the empirical method of questionnaire survey.SPSS24.0 and AMOS24.0 statistical software were used to test the hypotheses proposed in the paper and hypothesis testing.The study found that:(1)Self-brand connection has a significant positive effect on brand attachment.The higher the consumer self-brand connection,the higher the consumer's degree of brand attachment;(2)The three dimensions of brand identity(self-conformity,face-feeling,and belongingness)play an intermediary role in self-brand connection and brand attachment;(3)Promotion focus plays a regulatory role in self-brand connection and brand attachment.