An Empirical Research on Brand Attachment Effect on Customer Behavior Intention of Young Group in China ——Based on Mediating Effect of Brand Commitment
An Empirical Research on Brand Attachment Effect on Customer Behavior Intention of Young Group in China ——Based on Mediating Effect of Brand Commitment
FAN Zhi-guo,GUO Jing-li
School of Management,Tianjin University of Technology,Tianjin 300384,China
Abstract The existing literature shows that the effect of elevated attachment on evaluation about brand extensions is pronounced at the moderate levels of fit.However,few efforts have been made to reveal the essence of the relationship between the young group consumer and the brand under the brand extension conditions from the perspective of brand commitment.In this paper,we clarify the huge market potential of young consumer group and how brand attachment influences young group customer behavior intention from the theory.Through questionnaire survey of 259 valid respondents,it is confirmed that brand commitment plays an important intermediary role in the brand attachment and young group customer behavior intention;the brand and consumer self-concept congruity and customer oriented have positive effect on brand attachment.Therefore the enterprise must strengthen brand attachment on young customers,and through a variety of ways to enhance the brand commitment to affect customer behavior intention.
FAN Zhi-Guo,GUO Jing-Li. An Empirical Research on Brand Attachment Effect on Customer Behavior Intention of Young Group in China ——Based on Mediating Effect of Brand Commitment. Economic Survey, 2015, 32(6): 0108.
2015, Vol. 32 
