Empirical Research Of The Influence Of Brand Information On Brand Attachment

With the continuous increase in the level of social consumption,consumer demand for products is not satisfied with the demand for product functionality and quality,but has produced emotional needs,resulting in the concept of brand attachment.Based on the research of brand attachment and brand information at home and abroad,this article combines the strength and duration of brand attachment and the content of brand information,the quality of brand information and the dissemination of brand information,and construct a theoretical model between them.The theoretical model of the relationship was then empirically investigated through questionnaires,and the model was tested using the PLS path analysis method—one way of the structural equation model approach.The content and conclusions of this research are as follows:1)According to the existing research on the concept and structure of brand attachment,brand attachment is divided into two dimensions:strength and duration.2)According to the existing research on brand information theory,brand information that affects brand attachment is divided into three dimensions:brand information content,brand information quality,and brand information dissemination method.3)a model of the relationship between brand information and brand attachment is constructed,and six hypotheses are proposed.4)Based on the results of predecessors' quantitative treatment of brand attachment and brand information,compile the brand attachment intensity scale,the brand attachment duration scale,the brand information content scale,the brand information quality scale,and the brand information dissemination scale.Design a measurement scale with 5 latent variables and 26 items.5)Using SPSS and SmartPLS 3.0 software to analyze 308 sample data and obtain good reliability and validity,and then use the PLS path analysis method to test the theoretical model.Among the 6 hypotheses,there are 5 hypotheses passed,one hypothesis failed the test,and the path coefficients of the various paths and the corresponding significance levels and model fits were obtained.The results of path analysis can help companies understand the relationship between brand information and brand attachment more directly.Enterprises can carry out targeted and strategic brand promotion based on the results of this research,and achieve maximum economic benefits cost with less cost.