The Study Of The Influence Of Brand Personality On Young Consumers’ Brand Love

In the era of experience economy, the consumer is no longer just consider the functional elements, what unique experience brand can bring consumer is becoming more and more important, Especially young consumers who grew up under the network environment, The mobile Internet’s convenience make them become more picky, their demands are also becoming more and more personalized. At the same time, the product homogeneity, the competition is more intense and the formation of a buyer’s market all of these make consumers to have more dominance, enterprise is facing huge pressure of the survival and development, in order to make their own product brand competitive in numerous competitors, enterprises constantly innovate, continuously improve, and through a variety of ways to make consumer like their brand.In this environment, emotional difference of consumers to the brand has gradually become the determinant of brand being stand out, this study thinks that the unique Brand Personality, unique Brand Experience bring enterprises the hope of a breakthrough in trouble. Brand Personality’s positioning, unique Brand Experience can be an advantaged tool for enterprise to gain competitive advantage, by creating a unique Brand Personality, creating unique Brand Experience, enterprises can win the favor of the consumer and gradually cultivate consumer’s Brand Love feeling. Brand Love as a new concept was formally put forward in 2006 for the first time, It si a breakthrough to create emotional difference breakthrough for enterprise.Many studies have shown that Brand Personality and Brand Experience have a significantly positive influence on Brand Loyalty. And only few scholars study the relationship among Brand Personality, Brand Experience and Brand Love, so can Brand Personality and Brand Experience have a significantly positive influence on Brand love? This is the core of the problem that the research focused on. Based on the research of previous document, combined with my own thinking of the relationship of Brand Personality, Brand Experience and Brand Love, build up the relationship model of the three, and then puts forward the research hypothesis. Then, by drawing from mature measurement scale of Brand Personality, Brand Experience and Brand Love, designed the questionnaire, through the questionnaire survey collected the data used in study, and using SPSS21.0 to analyzed data, according to the regression analysis results got the study conclusions.First of all, Brand Personality has a significant positive influence on brand love. Second, Brand Personality has a significant positive influence on Brand Experience’s five dimensions, it means that Brand Personality has significant positive influence on Sensing Experience, Feeling Experience, Thinking Experience, Acting Experience and Relating Experience. Then, Brand Experience’s five dimensions have significant positive influence on Brand Love, it means that Sensing Experience, Feeling Experience, Thinking Experience, Acting Experience and Relating Experience have significant positive influence on Brand Love. Finally, under the mediation role of Brand Experience, Brand Personality has significant positive influence on Brand Love, it means that under the mediation role of Sensing Experience, Feeling Experience, Thinking Experience, Acting Experience and Relating Experience, Experience, Brand Personality has significant positive influence on Brand Love.Based on the research conclusion above, The study thinks that Brand Personality can create unique Sensing Experience for consumers with positive psychology and visual system design, unique Sensing Experience can stimulate consumer senses and bring them unexpected surprises, and win the love of consumers. Brand personality can bring consumers emotional touch, meet their desire to show themselves, express demands, find similar, to create unique Feeling Experience for them, unique Feeling Experience can bring the strong emotional resonance, make them have strong love on the brand. Brand Personality can bring consumers thinking enlightenment, lead them to think positively, to create unique Thinking Experience for them, unique Thinking Experience can inspire their active thinking activities, lead consumers to think creatively, and get pleasure from the thinking of solving problems, and they will have more intense love on the brand.Brand Personality can bring consumers behavioral motivation, inspire their active participation and interaction with Brand, to show them different ways of doing things and ways of life, to create unique Acting Experience for them, unique Acting Experience can make consumers have more strong feelings, more profound feelings, consumers’participation personally can make a better understanding of the advantages of brand and a better understanding of uniqueness of the Brand, so that consumers are more easily fall in love with the Brand.Brand Personality can build a connection between consumer and ideal self, others, culture virtually, meet consumers’desire of self-improvement, hoping others to warm themselves and finding similar, make consumers get self-identity, a sense of accomplishment and sense of belonging, to create unique Relating Experience for them, unique Relating Experience can help consumers achieve their expected relationship, meet their spiritual needs, making them fall in love with the brand.In short, unique Brand Personality contribute to creating a unique Brand Experience, unique Brand Experience is beneficial to the formation of Brand Love, unique Brand Personality can also directly promote the formation of consumer Brand Love feelings.