How Self-Brand Connection Affect Brand Loyalty

With the development of the modern consumer market, the market competition of each industry is increasing day by day. In order to enhance the market competitiveness of the enterprises themselves, recognize the importance of brand building, hope can through to enhance the competitiveness of the brand marketing, in order to get more loyal customers, can make the enterprises have a long-term development in the fierce competition. In the consumer oriented market, brand personality and consumer identity is an important basis for consumers to differentiate products, brand personality can get the target consumer identity should be an important factor in establishing brand loyalty. After the establishment of contact between consumer and brand, in order to deepen mutual understanding between enterprises and consumers, businesses will own consumers together, the brand community will produce. It introduces concepts of sociology community to brand concept, means brand is no longer just marketing, even the concept of management, but the combination of the management and other social science, it clearly reflects the characteristics of fusing management science and social science, But the different brand community development situations cause different consumer group brand loyalty.Study of the impact of consumers’self-brand connection to brand loyalty in the brand community is a frontier research content in marketing. At the same time, the research is also a realistic problem, which is reflected in the enterprise of relationship marketing and brand management. Brand community is advantageous for the enterprise to promote the relationship between the consumer and the brand, in fact, to build consumer and product, consumer and brand, more stable relationships between consumers and businesses, consumers and target consumption group of brand attachment will also be enhanced. So, the study of the problem is not only the innovation of theory, but also a guidance to the practice.This paper studies the relationship between consumer self-brand and brand loyalty from the specific brand(Xiaomi mobile phone), and explores the mediating effect of brand community relationship in this effect. Through the pre investigation, we can modify the initial questionnaire of domestic and international scale, then form the formal questionnaire. At the end we collected 339 valid samples. We use the tools of SPSS to describe the statistic.The empirical results show that:self-brand connection has a significant positive effect on brand community relationship, influence of specific performance in the consumer to consumer products-brand community relationship, brand relationship and consumer company relations, consumer-producing consumer relationship of the four dimension; brand community relationship has a positive impact on brand loyalty, this is from the whole dimension, because from the data analysis results of the four dimensions of brand community relationship and not all have positive effects on brand loyalty, the relationship between consumer consumers on the brand loyalty is the negative influence, effect level is not significant; self-brand connection has a significant positive effect on brand loyalty; brand community relationship played a part of the intermediary role on the effect of self-brand connection on brand loyalty.This study verifies a part of existing brand relationship theory system, and to some extent, enriches the theory of brand management research. In addition, according to the research conclusion, the company can undertake market segmentation based on consumers’self, change the positioning from product function to image, build a harmonious brand community, improve and maintain brand loyalty.