品牌适宜性对品牌忠诚的影响机制研究

Research on the Influence Mechanism of Brand Fit on Brand Loyalty

品牌形象与消费者形象的匹配性会影响消费者对品牌的评价,进而影响消费者对品牌的忠诚。实证研究表明,品牌适宜性会正向影响消费者对品牌的情感及消费者对品牌的忠诚,进而正向影响消费者对品牌的信任关系和品牌承诺关系。为此,企业应对品牌进行合理定位和设计,使产品形象与目标消费者的自我形象具有一致性,通过增强品牌的适宜性来提升消费者的品牌忠诚。

The congruence between brand image and a consumer＇s self-image could influence the consumer＇s brand evaluation,which will ultimately affect the consumer＇s brand loyalty.The empirical study shows that brand fit positively influences brand affection and brand loyalty,which will further affect the consumer＇s brand trust and brand commitment.Therefore,enterprises should enhance the congruence between their product image and their consumers＇ self-image through product design and reasonable brand positioning.The improvement of brand fit will effectively enforce brand loyalty.