The Impact of the Social Value of Hello Kitty Keychains on Brand Identity in the “Keychain Economy” Craze - The Dual Mediating Effect of Product Attachment and Self-Monitoring

DOI

10.2991/978-2-38476-609-3_29How to use a DOI?

Keywords

Bag Attachment Money; Social Value; Object Attachment; Self-Monitoring; Brand Identity

Abstract

The role of hanging ornaments in the new consumption environment of the new hanging economy has also been transferred to the interaction process and self-expression, gradually, as a decoration. Nevertheless, the existing scholarly studies on the social value of products in particular consumption situations are not complete. This paper is based on Hello Kitty hanging ornaments as a particular consumption situation and the questionnaire survey as a research instrument. It finds out the direct effects of social value on brand identity and the mediating effects of product attachment and self-monitoring through reliability analysis, validity analysis, and stratified regression analysis. The findings indicate that brand identity is positively influenced by social value in a significant way. The relationship between social value and brand identity is mediated by product attachment and self-monitoring to some extent. On this basis, the following recommendations are made in this paper: When it comes to marketing products, the proposed product should maximize the role of the social value and encourage the co-creation processes. At the same time, it is recommended that brands should introduce related product series to enhance product attachment on products among consumers. Besides, the consumer brand identification can be strengthened by ensuring that products reach consumers with various behaviors accurately.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Xiyuan Qiu
PY  - 2026
DA  - 2026/09/04
TI  - The Impact of the Social Value of Hello Kitty Keychains on Brand Identity in the “Keychain Economy” Craze - The Dual Mediating Effect of Product Attachment and Self-Monitoring
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 262
EP  - 270
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_29
DO  - 10.2991/978-2-38476-609-3_29
ID  - Qiu2026
ER  -