The Impact Of Self-expressive Brands On Brand Loyalty

In the era of experience economy,customers' purchasing behaviors are not only satisfied with the functional benefits of products,but also the symbolic benefits are the consumption goals pursued by customers.Therefore,in today's consumer market with serious product homogenization,whether enterprises can provide products that satisfy customers' symbolic interests of self-construction and self-expression becomes crucial.At the same time,the service dominant logic thought form close emotional ties that similar to the interpersonal relationship between customers and brands,Customers have the willingness,ability and energy to join in the enterprise's value creation,and create value with the enterprise.in this process customers deepen their understanding of the brand,generate a strong sense of satisfaction and trust,and form brand loyalty.It is not difficult to understand that self-expression brands is the driving force for the positive interaction between customers and brands,because customers' perception of the relationship between brands and themselves will positively interact with brands at multiple levels,such as cognition,emotion and behavior,thus forming brand loyalty.Therefore,enterprises will try their best to promote the establishment of "connection" and "friendship"between brands and customers,and try to retain customers through emotional connection to create greater economic benefits.This study as a service dominant logic and consumer culture theory as the foundation of model theory,explore the influence mechanism of self-expressive brands on brand loyalty,As the same time,customer brand engagement is introduced as an mediation variable to analyze the influence of self-expressive brands on brand loyalty through customer brand engagement and its three dimensions of involvement,enthusiasm and activity.SPSS and Smart pls were used to verify the theoretical model and research hypothesis.The main conclusions are as follows:(1)Self-expressive brands has no direct influence on brand loyalty;(2)Self-expressive brands has a significant positive impact on the involvement,enthusiasm and activity of customer brand engagement;(3)The involvement,enthusiasm and activity of customer brand engagement have a positive impact on brand loyalty;(4)Customer brand engagement has a complete mediating effect on self-expressive brands and brand loyalty.The dimensions of involvement,enthusiasm and activity have a partial mediating effect on self-expressive brand and brand loyalty.This study enriches the theoretical connotation of self-expressive brands and customer brand engagement,and puts forward a new research entry point for this study.It is hoped that the research results can provide some reference for enterprises' brand marketing practice,customer management and expansion for marketing method.