Research On Self-Brand Connection And Brand Loyalty Based On Self-Concept

We always prefer the those things relating to ourselves, just as the letters relating to our name, the numbers relating to our birthday, or some family-related articles, etc., these will make us unconsciously to produce the association, also produced some kind of emotional connection. This is our human nature, in our consumer lives is also true. Why is that has those ads will be more attracted us, affecting our nervous, why do we always have some pictures would be very concerned about, deliberately mindful? Then, we will have inner feelings to some brands in the consumer area?We often buy goods which do not just want to get the use value and, more importantly, we need to get the deeply value in the commodity. Included in the value of commodities is very extensive, the core part is brand. In modern times, the brand is to make you a better understanding not only to identify it, and different other brands, more importantly, there are some values user want to express. Brand in our mind is a series images. Brand, like a person, has some vivid image. When we think of a brand, we can always describe it like the same as describe a person, this is the perception of the brand image in our mind,we often establish some emotional connection with some brands, this connection originate from the brand, on the one hand,it originate from Self-concept. In the consumer area, self-concept is a very important construal. Self-concept is a complex structure (Sirgy,1982),which includes the four dimensions:actual self, ideal self, social self and ideal social self. That is, we not only need to do ourselves, we also need to express ourselves to others. We need to show " who I am" through the purchase of goods, use of goods, and even the property.Therefore, the core of model is self-brand connection variable. In theory, the self-brand connection has not a lot of in-depth study, it is still a relatively new area of research. Studies have demonstrated the link between the consumer and the brand does exist, and this contact will affect the consumer’s brand preferences, and even purchase. Connect between consumer and the brand can significantly increase brand emotion, preference and brand loyalty. Therefore, studying consumers and brands connection becomes a very important practical significance.How can lead to higher self-brand connections, previous literature has related research about this. In short, the consistent between brand image and self perceive can lead to higher self-brand connection. However, previous literature did not have a more depth study on this. Self-concept is multi-dimensional, we don’t know the differences that the dimensions of self-concept impact the consumer behavior.Therefore, this research will explore the different self-concept lead to different self-brand connection. The author made assumption on the basis of this, brand personality is consistent with self-concept will lead to higher self-brand connection. That is, consumers prefer to choose some brands which brand personality similar with self-concept.While some companies will focus on marketing the core consumer satisfaction, many companies have begun to attach importance to obtain and maintain their customer loyalty. The reason is that more loyalty, and customer will have more buying behavior, they willing to spend more on the company’s products. Many studies have proved that brand loyalty will reduce marketing costs of business operations, and loyal customers are less price sensitive. But we can’t unilaterally to understand loyalty. Just as Bloemer&kasper proposed "false loyalty" and" true loyalty". We understand the brand loyalty is based on two-levels of attitude and behavior. Brand loyalty framework that includes four are different, the sequential development of brand loyalty:cognitive loyalty, affective loyalty, conative loyalty, action loyalty. Many studies have confirmed the four sequential brand loyalty does exist. Therefore, we studied the loyalty need to discuss different level of brand loyalty.In addition, the results show that the consumer self-brand connections can lead to positive brand loyalty:high self-brand connection to obtain high cognitive loyalty and effective loyalty. But there are differences, self-brand contact can lead to higher affective loyalty. Studies have confirmed that emotional loyalty can lead to higher purchase shares, which is further evidence of the purchase of self-brand connections will have a positive effect. However, this study did not examine conative loyalty and action loyalty.