Study On The Relationships Between Consumer Personality Traits,brand Passion And Brand Addiction

In the globalized market competition environment,enterprises should not only focus on selling products,but also establish long-term consumer-brand relationship with consumers.On the other hand,the development of Internet technology has built many touchpoints where enterprises can interact with consumers frequently,such as APP,Weibo,WeChat and other social media platforms,which provide channels for enterprises to maintain consumer-brand relationship.Therefore,the cultivation of high-intensity consumer-brand relationship has become a core part of the brand marketing war.Many scholars have discussed the consumerbrand relationship such as brand loyalty,brand love,brand trust and brand passion,among which brand passion is regarded as the ultimate emotional bond between consumers and brands.There are many researches on the antecedents and consequences of brand passion from the perspective of brand,but they only focus on the one-dimensional concept of brand passion,and few scholars study the relationship between consumer personality characteristics and brand passion.Therefore,it is necessary to explore the relationship between consumer personality traits and two-dimensional brand passion(i.e.harmonious brand passion,obsessive brand passion).On the other hand,the emergence of the construct of "brand addiction" calls into question the statement that "brand passion is the ultimate emotional bond between consumers and brands".Brand addiction is not only an addictive consumption concept,but also a consumer-brand relationship concept.But how does it relate to two-dimensional brand passion? This is a question worth exploring.Therefore,this study mainly solves the following two questions: explore the relationship between consumer personality traits and different types of brand passion and study the relationship between different types of brand passion and brand addiction.In this study,research data were collected through questionnaire survey.AMOS 21.0 and SPSS 21.0 software were used to conduct reliability and validity analysis of the measurement scale,correlation analysis of various variables,path analysis of research hypotheses and moderation effect analysis.The results showed that agreeableness,conscientiousness and openness were significantly positive predictors of harmonious brand passion,neuroticism was significantly negative predictors of harmonious brand passion,and extroversion was significantly positive predictors of obsessive brand passion.Under the moderating effect of gender,compared with male consumers,female consumers' openness can significantly positively predict harmonious brand passion more and female consumers' neuroticism can significantly and negatively predict harmonious brand passion more.In addition,both harmonious brand passion and obsessive brand passion can significantly positively predict brand addiction.The research results verified the difference between the two-dimensional brand passion construct and the brand addiction construct,clarified the relationship between consumer personality traits and two-dimensional brand passion and the relationship between twodimensional brand passion and brand addiction.And it can provide references for future studies on two-dimensional brand passion and brand addiction in the Chinese context.It complements the research in the field of consumer-brand relationship also.At the same time,it provides some inspirations for enterprises to adopt marketing strategies from the perspective of consumer personality traits to cultivate a strong consumer-brand relationship with consumers,and for individual consumers develop themself into a "healthy" consumer.