Research on the Impact of Brand Affection on Consumer Purchase Intention: Based on Dual Mediation and Moderation Effect Model

To clarify the mechanism by which brand affinity influences consumer purchase intention, this study constructs a dual-mediation model of brand affinity-brand trust-brand satisfaction-purchase intention based on affective transfer theory and consumer-brand relationship theory, while introducing product involvement as a moderating variable. Using adult consumers with brand consumption experience in the Chinese mainland as research subjects, 402 valid data were collected via Questionnaire Star, and empirical testing was conducted using structural equation modeling and Bootstrap method. The results show that brand affinity has a significant positive impact on purchase intention; brand trust and brand satisfaction both play partial mediating roles between them; and product involvement positively moderates the relationship between brand affinity and purchase intention. This study clarifies the independent construct boundary of brand affinity, enriches the hierarchy theory of brand emotion, and provides practical references for enterprises to implement differentiated brand emotion cultivation and optimize brand communication strategies.With the continuous evolution of digital marketing and social media communication, brand emotion has become a key asset that affects consumer decision-making process. This research not only verifies the internal influence mechanism of brand affinity but also provides clear theoretical paths and practical suggestions for enterprises to carry out emotional marketing, which helps brands establish closer and more stable connections with consumers in the increasingly competitive market environment.