品牌依恋的概念架构及其理论发展

Brand Attachment：Construct and Theoretical Evolution

品牌依恋（brand attachment）是联结品牌与消费者自我的认知和情感纽带的强度，是品牌情感和品牌关系领域的前沿课题。品牌依恋不仅可以更好地预知较高层次的消费者行为反应，而且是强势品牌资产的重要来源。通过对心理学和营销学领域大量相关文献的系统梳理，提出品牌依恋建立于依恋理论、品牌关系理论和自我一致性理论基础之上；评析品牌依恋单维度、多维度概念的相关研究，辨析其与品牌态度、品牌至爱、品牌承诺、品牌渉入等概念的异同；结合已有研究分析品牌依恋的形式机理与行为结果；指明品牌依恋理论未来主要研究方向。

Brand attachment as the strength of the cognitive and emotional bond connecting the brand with the self has become a new focus in the fields of brand affect and brand relationship. Brand attachment can not only effectively predict the higher level of consumer behaviors but also constitute one of the critical sources of brand equity. This paper includes a review of literature of psychology and marketing， points out attachment theory， brand relationship and self─congruence theory as theoretical basement o f brand attachment. This paper analyzes the unidimensionality and multidimensionality of brand attachment’s concept， differentiates it from brand attitude， brand love， brand commitment and brand involvement and examines factors that create brand attachment and the effects of brand attachment on higher order behaviors. Future researches about brand attachment are also presented.