The Structure And Related Research Of College Students' Brand Attachment

Brand attachment is formed by marking introducing psychology, is the more cutting-edge research topic. Brand attachment can not only has important significance in theory and practice to establishing brand relationship but also effectively predict the higher level of consumer behaviors. But compare to the abroad, there is less empirical study on brand attachment in our country and lack of local measurement tool. Hence, this study choose a sample of 697 college students and try to analysis the actuality of college students brand attachment and relevant empirical study by means of questionnaire.The text include 5 parts:(1) development of brand attachment questionnaire of college students and investigate the structure of consumers'brand attachment; (2) the influence of demographics was tested on the college student brand attachment; (3) discuss the effect of antecedent to brand attachment; (4) discuss the consequences of the colleges'brand attachment, that is the relationship among brand attachment and brand loyalty:(5) the influence of the mediating effect between the colleges'brand attachment and brand loyalty.The main results obtained are as follows:(1)The questionnaire contain 4 factors:emotional connection, trust security, brand-self connection and behavior management. The questionnaire is of high reliability and fair validity. It could be the important tool to measure college students' brand attachment.(2)The dimensions of college students'brand attachment questionnaire have significant difference in gender, major, class, students coming, month consumption.(3)There is a significant correlation between college students'brand attachment and self-concept, brand personality, and the college students, brand personality can predict brand attachment.(4)There is a significant correlation between college students'brand attachment, brand sensitivity and brand loyalty, and the college students brand attachment can predict brand attitude loyalty and behavior loyalty.(5) The brand sensitivity is the mediators between brand attachment and brand loyalty.