The Influence Of Consumer Self-concept Consistency Of Brand Attachment In We Media Environment

At present,the global has entered the period of the competition between brands,especially in local,private,state-owned and foreign competition between brands.Gradually formed as a result of the global integration of the different brands have the same market and the same consumer environment,therefore,the competition among various brands is inevitable.If a brand can make consumers to produce certain inner identity,to a great extent,consumers will buy this brand of product,if a brand can be done for consumers themselves rich,implementation,and met,consumers will be derived on the brand’s brand attachment,will have a certain influence on consumers’ willingness to spend.With the continuous development of digital technology,intelligent mobile terminal access to the Internet is more and more convenient,everyone can do communicators replaced the mass media age,this new form of media caught the attention of many brands.Platform in the media,consumers can not only get the information in a short time,will also be able to make timely feedback to enterprises of all kinds of information,this powerful interactivity is other traditional TV media,print media cannot match.Under the strong interactivity,the consumers to the brand sense of belonging may also be more intense,ability is at a premium brand,the greater the further recommendations for new customers are more easy,final consumer and the brand is to establish a long-term good relations.Companies need to do is to take full advantage of the characteristics of the information dissemination media platforms,for the promotion of brand for consumers,the spread of online interaction brand at the same time.Based on this,this article will brand attachment as dependent variable,to investigate whether the concept of self consistency of brand attachment have a significant role,and brand recognition as a intervening variable to study its brand attachment and self concept consistency between will produce certain effect,deeper and more perfect is advantageous to the study of brand.At the same time,the introduction of more attention by enterprises belonging as a brand of self consistency and the regulation of relationships between emotional attachment variables,will explore the brand emotional attachment under the regulation of the sense of belonging is the role of the self concept consistency,thus further about the consumer behavior.In addition,based on the mechanism and the influence of the media influence the results of research,discusses the media environment,whether for self concept consistency,brand identity,consumer the relationship between the sense of belonging and brand attachment a positive impact.In this paper,based on the reading of vast amount of literature in the construction of the media environment,self concept consistency,brand identity,the theoretical model of consumers’ sense of belonging and brand attachment,and put forward the research hypothesis.At the same time will be huge young mass as the main audience of the questionnaire,using SPSS21.0 software at the same time analyzed the obtained results.Self concept of reality and the ideal self consistency of brand attachment have significant positive effects,when consumers to a brand brand are derived from the attachment,the brand will become a part of the consumers can’t give up,when buying other similar brand can associate with emotional brand attachment,which can enhance their willingness to buy the product,and vice versa.This paper also concludes that brand recognition in the consumer self-concept and brand attachment consistency between partial intermediary effect,as well as the sense of belonging to adjust to reality self concept consistency to the relationship between the attachment,and in the media environment,interactivity,real-time,and so on can significantly enhance the characteristics of consumers’ sense of belonging.According to the research conclusion obtained in this paper,for the enterprise to enhance consumers’ brand attachment has important guiding significance.Enterprises should gradually cultivate consumer brand of emotional connection to oneself,to form a strong brand attachment,pay attention to the brand personality and consumer self-concept is consistent.At the same time,enterprises should make good use of the media of the platform,timely inspection since the media platform operation,and constantly upgrading platform design update,improve and improve vitality,ease of use,the content of the interaction between customers and so on,which is beneficial to consumers to collect the information needed to himself,then can make customers with brand in constant interaction to produce a strong emotional attachment.