Research On The Impact Of Customer Self Congruence On Brand Love

In the era of brand to success, the brand has been an important means of enterprise to obtainsustainable competitive advantage. Whether it able to form lasting passion and emotional attachmentbetween the consumers and the brands? How is the extent of consumer brand love? These are allassociated with the consumer self-congruence. The fit between the consumers self-concept and brandpersonality can help consumers to achieve emotional comfort and satisfaction, prompt consumers tostay a lasting passion for the brand, and form a deeper love with the brand, the customers withdifferent characteristics have different extent of brand love. In this paper, the consumer self-congruence, its dimensions and their effects on brand love are studied, in order to investigate whetherthe different individual consumer with different characteristics make a difference on effect of theconsumer self-congruence to the brand love, the regulatory focus theory which in the field ofpsychology was introduced in this paper, then we discussed its regulating role in the effect of theconsumer self-congruence to the brand love.With the further research on the theory of the self-congruence, it also has been a method whichwas used in the field of marketing, more and more scholars began to study consumer psychology andconsumption behavior by the self-congruence.Based on the related literature research and four classicdivisions of the self-congruence which Sigry divided. we adopt a direct measurement of the self-congruence; For the measurement of the brand love, the Carroll’s single dimension measurementmethod was adopted, on this basis, we refer to the related research, then offered the brand lovemeasurement scale.The measurement of the regulatory focus mainly refer to Yao Qi measurementscale.This paper choose the mobile phone brand as our research object. The research samples mostlyare classmates and friends of the author, this paper mainly use questionnaire star website to do thesurvey, we delivered360questionnaires and got316effective copies. Using SPSS19.0to analysesthe survey data and get the following results:The Consumer self-congruence has positive influence on the brand love, the four dimensions ofthe self-congruence have differences in the influence of the brand love, ideal self-congruence, realself-congruence and ideal social self-congruence have significant positive influence, the ideal self-congruence has the highest influence, the social self-congruence doesn’t have significant influence.The regulatory focus has significant moderating effects on the influence of the self-congruence to thebrand love, the promote focus has self-congruence moderating effects on the influence of the idealself-congruence and ideal social self-congruence to the brand love, the defense focus has significant moderating effects on the influence of the ideal self-congruence and real self-congruence to the brandloveThis study has investigated the influence of the consumer self-congruence on the brand love, intheory, In theory, pushing the theoretical study of the brand love, in practice, starting from themarketing perspective, this paper provides some suggestions for the enterprise to culture theircustomers and effectively meet the demands of the customers, also offer some corporate brandmanagement practices. But due to the limited resources and capacity, there are a lot of shortcomings.