Study On The Impact Of Brand Attachment

With the change of people’s consumption patterns from the purchaseof products and services to a higher level, people will pay more attentionto the image and identity that come with a product purchase, this feelingwill go beyond the products and services provided by the functionalbenefits to satisfy the consumers deep needs. Attachment theory which isfrom psychology provides a new angle of view on the research ofrelationship marketing and consumer behavior. Brand attachment can notonly predict the high levels of consumption, but also have an importantinfluence on creating brand relationship.There are some studies about the mechanism，theoretical, structure,behavior characteristics of brand attachment by foreign scholars. But theresearch of domestic is still in the stage of theory exploration. Creatingbrand attachment is an important branding issue of today’s brand subject.The key to accomplish this is to match the brand’s personality with theconsumer’s self-conception as well as to enhance consumer’s brand trust.However, consumer’s self-conception includes the real self, the ideal selfand the social self. Brand attachment differs by consumers’ productinvolvement. This study use SPSS19.0statistical software to analysis the designedquestionnaire on the proposed model. Test the reliability and the validityof each research variable, and also gives the correlation analysis andregression analysis. The results show that the ideal-self-consistency hasthe strongest effect on brand attachment, the real-self-consistency andbrand trust also have significantly positive influence on brand attachment.Social-self-consistency has a negative influence on brand attachment.Consumer product involvement will strengthen the relationship betweenthe real-self, ideal-self consistency and brand attachment.