Research On Influence Of The Congruence Of Consumer Self-Concept And Brand Personality On Brand Experience

The brand has become an indispensable part of daily life, and itrepresents a mark and a symbol. For the enterprise, brand is the mostvaluable assets, which is called for magic power for the purchase ofconsumers. With the rapid development of Chinese economy and livingstandard, consumer can choose from so many brands and require moretoward commodities. How can enterprise stand out from so manyexcellent brands? It has already become a serious problem.When consumers choose from so many goods, they pay attention totheir own connect with goods, especially emotion, memories and otherinternal factors. So the competition between different brands depends onbrand experience. The researches of experience mainly focus on serviceexperience, customer experience, and external influence factors onexperience. Consumers treat the goods as a way of self-expression. Manyscholars have noticed connect between self-concept and brand personalityand regard it as the independent variable to investigate the consumerbehavior. When the brand personality matches the consumers, theconsumer will have a good brand experience. There are six parts in the essay. The first part is the introduction,including background, significance, objective, method, innovation andstructure. The second part is the literature review, including self-concept,brand personality, brand experience and the relationship between them.The third puts forward the research model and research hypothesis. Theforth part focuses on the research scales and questionnaire. The fifth partdeals with the data analysis, including reliability analysis, validityanalysis, and regression analysis. The sixth part is about the researchconclusion, prospect and study limitations.The research is based on the functional brand VS Sassoon andrepresentative brand Zara, and the paper focus on the research on influenceof the congruence of consumer self-concept and brand personality onbrand experience. The research indicates that the higher level of thecongruence of consumer self-concept and brand personality, then the morepositive influence will do to brand experience. As for functional brands,the congruence of consumer real self-concept and brand personality has agreat influence on brand experience. As for representative brands, thecongruence of consumer ideal self-concept and brand personality has agreat influence on brand experience. The study has an important guidingsignificance on enterprise brand construction.