A Study Of Influencing Of Undergraduate Consumer's Self-Concept, Brand Personality On Brand Loyalty

Nowadays, it is an very important way of building up the brand loyalty to pursue the advantages in market competition for modern manufacturer. Because the main competition is to pursue more and more loyal consumer. The former researches found out that the consumer self-concept, brand loyalty have significant effect on decision-making. On one hand, this study coordinated and analyzed systemically the function, status and effect of undergraduate consumer's self-concept, brand personality on brand loyalty. Consequently, this paper strengthened and consummated theoretical basis of self-concept, brand personality in consumer psychology. On the other hand, this study intended to know and find out how the undergraduate consumer's self-concept, brand personality affect on brand loyalty from the positive level, that is, what is the intervening variable that connects the self-concept, brand personality and brand loyalty.This paper firstly put forward a relational model of undergraduate consumer's self-concept, brand personality and brand loyalty about clothing on the basis of extensive study both at home and abroad. And then, questionnaire survey is conducted, which is formed from extant scales of relevant researches. In this way, this paper pool 376 samples and further the study in data analyzing. The empirical study shows that the scales have a good reliability and validity. The findings also illustrates that the undergraduate consumer's self-concept could directly affect the distinctiveness of brand personality, brand identification. And besides that, it also can indirectly influence the brand loyalty. What is more, the findings shows that the brand personality not only could directly affect the brand identification, the distinctiveness of brand personality and brand loyalty, but also influence brand loyalty indirectly. Finally, the brand identification could affect the brand loyalty directly. Brand identification is the intervening variable that connects the self-concept, brand personality and brand loyalty.