Research on the Influence of Brand Fit on Brand Emotion and Brand Loyalty

Based on theoretical analysis, brand fit may have an impact on consumer brand emotion, and the latter variable influences brand loyalty further. The results of the analysis of 258 questionnaires show that brand fit has a significant positive effect on consumer brand emotion and brand loyalty. Moreover, brand emotion has a significant positive impact on brand loyalty and plays a mediating role between brand fit and brand loyalty. Therefore, enterprises need to accurately position and design the brand so that their products can meet the needs of consumers and enhance the level of consumer loyalty.