品牌依恋作为消费者与品牌之间的一种独特情感,与顾客忠诚密切相关。已有研究发现，对于品牌的认知、态度等可能会影响与品牌的情感。品牌本真性作为消费者对品牌内在本质的感知，属于品牌价值认知的一个重要方面，可能会对品牌依恋存在影响。此外，以往有研究指出，品牌本真性可能不能直接影响消费者的品牌依恋程度，而是需要通过建立与品牌的关联之后，才能发挥作用。这提示我们，对于品牌本真性与品牌依恋的关系，可能存在潜在的中介机制需要进行进一步的探讨。其中，品牌与自我概念一致性可能是一个重要因素，在品牌本真性与品牌依恋间可能发挥着中介作用。

本研究通过2个实验，在不同的品牌情境下，探讨品牌本真性对品牌依恋的影响，并考察品牌与自我概念一致性的中介作用。研究一采用线上调查的方式，通过构建虚拟品牌，考察消费者对虚拟品牌的本真性感知是否能够影响其品牌依恋。采用实验法对品牌本真性水平高低进行操纵，被试通过随机分组阅读不同的品牌描述材料被分为高品牌本真性组和低品牌本真性组，并同时用问卷测查消费者的品牌本真性与品牌依恋。研究一共包括112名有效被试，结果发现操纵是有效的，并且在虚拟品牌情境下，高品牌本真性组，其品牌依恋程度显著高于低品牌本真性组。

研究二，主要是在真实品牌情境下来进行探讨，同样通过线上调查的方式，对200名被试的品牌本真性、品牌与自我概念一致性、品牌依恋进行测量。结果发现品牌本真性能够显著正向预测品牌依恋，个体对于品牌本真的感知程度越高，其品牌依恋水平越高。这一结果与研究一一致，证实了品牌本真性对于品牌依恋的正向预测作用。其次，品牌与自我概念一致性在其中发挥部分中介作用，品牌本真性通过影响品牌与自我概念一致性进而影响品牌依恋。

综上，通过2个实验，本研究发现无论是在虚拟品牌情境下，还是在真实品牌情境下，品牌本真性均对品牌依恋存在显著正向影响。此外，本研究进一步发现，该影响部分通过品牌与自我概念一致性发挥作用，即品牌本真性能够通过提高消费者的品牌与自我概念一致性，进一步提高品牌依恋程度。因此，在同质化的市场竞争下，塑造品牌内在价值，注重提高品牌与顾客间的自我概念一致性，是提升品牌依恋的有效方法，也为品牌提升顾客忠诚度提供了一种新的思路。

As a unique emotion between consumers and brands, brand attachment is closely related to customer loyalty. It has been found that the cognition and attitude towards the brand may affect the emotion with the brand. Brand authenticity, as a consumer's perception of the intrinsic nature of a brand, is an important aspect of brand value cognition and may have an impact on brand attachment. In addition, previous studies have pointed out that brand authenticity may not directly affect consumers' brand attachment, but need to establish a relationship with the brand before it can play a role. This suggests that there may be a potential mediating mechanism between brand authenticity and brand attachment, which needs to be further explored. Among them, the congruence of self-concept and brand image may be an important factor, which may play a mediating role between brand authenticity and brand attachment.

In this study, two experiments were conducted to explore the influence of brand authenticity on brand attachment in different brand situations, and the mediating role of brand and self-concept consistency. In the first study, an online survey was conducted to investigate whether consumers' perception of the authenticity of virtual brands could affect their brand attachment. The subjects were randomly divided into high brand authenticity group and low brand authenticity group by reading different brand description materials randomly. Meanwhile, consumers' brand authenticity and brand attachment were tested by questionnaire. A total of 112 valid subjects were included in the study. The results showed that manipulation was effective. In the virtual brand context, the high brand authenticity group had significantly higher brand attachment than the low brand authenticity group.

Study 2, mainly in the context of real brand research, also through the way of online survey. Brand authenticity, congruence of self-concept and brand image and brand attachment of 200 subjects were measured. The results show that brand authenticity can significantly positively predict brand attachment. The higher the perception of brand authenticity, the higher the level of brand attachment. This result is consistent with the study 1, which confirms the positive predictive effect of brand authenticity on brand attachment. Secondly, the congruence of self-concept and brand image play a part of mediating role. Brand authenticity affects brand attachment by influencing the consistency of brand and self-concept.

In conclusion, this study finds that brand authenticity has a significant positive impact on brand attachment both in the virtual brand context and in the real brand context. In addition, this study also found that the impact is partly through the congruence of self-concept and brand image, that is, brand authenticity can further improve the degree of brand attachment by improving the consistency between brand and self-concept of consumers. Therefore, in the homogeneous market competition, shaping the intrinsic value of the brand and focusing on improving the congruence of self-concept between the brand and customers are effective ways to enhance brand attachment, and also provide a new idea for brand to enhance customer loyalty.