品牌依恋影响因素的实证研究

Study on the impact of brand attachment

构建品牌依恋是当今品牌营销的一个重要课题,其中很重要的途径就是增加消费者自我概念与品牌个性的匹配度,并且增强消费者的品牌信任,然而消费者的自我概念包括了现实自我、理想自我和社会自我,品牌依恋的形成还受到了产品卷入的影响.本文通过实证研究表明,理想自我与品牌个性一致性对品牌依恋的影响作用最强,现实自我与品牌个性一致性、品牌信任对品牌依恋也有显著的正向影响.社会自我与品牌个性一致性对品牌依恋有负向影响.消费者的产品卷入会加强现实自我、理想自我一致性与品牌依恋之间的强度.

Creating brand attachment is an important branding issue of today＇s brand subject. The key to accomplish this is to match the brand＇s personality with the consumer＇s self-concept as well as to enhance consumer＇s brand trust. However, consumer＇s self-concept includes the real self, the ideal self and the social self. Brand attachment differs by consumers＇ product involvement. Through statistical test, this study shows that ideal-self-consistency has the strongest effect on brand attachment, the real-self-consistency and brand trust also have significantly positive influence on brand attachment. Social-self-consistency has a negative influence on brand attachment. Consumer＇s product involvement strengthens the relationship of the real-self, ideal-self consistency and brand attachment.