Abstract: This paper adopts such variables as self-expressive brand, brand love, brand loyalty and word of mouth to construct a structural equation model, so as to explore the impact of brand emotions related to consumers’ attention behavior towards brands’ WeChat official accounts and the brand self-expressive nature on brand emotions and word of mouth intention. The results show that consumers have a certain degree of loyalty and positive WOM intention towards their concerned brands, but their brand emotions have not reached the level of ardent love, thus they would maintain a neutral attitude towards the self-expressive attribute of the brand. The variable relations indicate that the inner self attribute and the social self attribute of the self-expressive brands have positive effects on brand love, that brand love has a positive effect on brand loyalty and WOM, and that the inner self attribute has a positive effect on brand loyalty and WOM, while the social self does not. The research conclusions are of great practical value for understanding the online interaction between consumers and brands, identifying the types of brand “fans” and improving brand operation.

Key words: WeChat Official Account; self-expressive brand; brand Love; brand loyalty; word of mouth