Research On The Influence Of Brand Value Consistency On Consumer Brand Loyalty

In the context of social media,consumers' internal demand turns to the expression of values and the pursuit of quality life,driving brands from the product era to the value-driven marketing 3.0 era.As a cultural carrier,brand communicates with consumers through the transmission of values and establishes a value relationship with them.Brand value consistency is a concept based on self-consistency,that is,the consistency matching degree between the brand value perceived by consumers and their own value.At present,there are few studies on the consistency of brand values in the academic circle,most of which focus on the relationship quality such as trust and satisfaction,and the research on its mediating effect is still insufficient.This paper studies the brand equity theory from the perspective of relationship,and discusses the influence of brand value consistency on consumers in the value-centered marketing 3.0 era.On the basis of referring to the existing results and based on the s-o-r model,the concept of brand attachment is introduced to explore the influence mechanism of emotional factors on brand value consistency on consumers' brand loyalty,and the model is constructed by taking the degree of consumer involvement as a moderating variable,and relevant research hypotheses are proposed.Through questionnaire survey,the research data were collected,and SPSS25.0 software was used for data processing and further correlation analysis and regression analysis.The results show that the consistency of brand values has a positive and significant effect on brand loyalty and brand attachment.Brand attachment plays an intermediary role in the consistency of brand values on brand loyalty.In terms of sub-dimensions,the effect of brand value consistency is mainly reflected in the value of self-transcendence consistency.The moderating effect of consumer involvement degree only exists in the relationship between brand value consistency and antagonistic brand loyalty.Finally,on the basis of empirical research,this paper puts forward corresponding Suggestions on brand value marketing,and further summarizes the limitations of this study and the future research direction,in order to enrich the brand relationship and consistency theory,and provide practical guidance for enterprises.