Study On Antecedent And Outcome Variables Of Brand Identity Of Middle-income Group

In recent years,middle-income groups have received great attention from the state because of their special status,and related policies have been introduced one after another.In 2002,the 16 th National Congress of the Communist Party of China proposed for the first time "increase the proportion of middle-income earners." In 2007,the report of the 17 th National Congress of the Communist Party of China pointed out that "making the majority of people into middle-income earners" is a new requirement for achieving the goal of building a well-off society in an all-round way.In 2017,the report of the 19 th National Congress of the Communist Party of China pointed out that “a significant increase in the proportion of middle-income groups” should be the basic goal of realizing socialist modernization.As the middle-income group is the main force of brand consumption,as the proportion of the middle-income group increases significantly,the brand market will also undergo important changes.Therefore,exploring the influencing factors and boundary conditions of the consumption status of middle-income groups is an urgent issue.Based on this,this article takes the middle-income group as the research object,from the perspective of self-perceived value of the brand and the influence of the reference group,to analyze the influence of the two variables on the brand preference of the middle-income group.Specifically,perceived value can influence the brand preference of middle-income groups from the three dimensions of functional value,emotional value and social value.The influence of reference group can be influenced by informational influence,utilitarian influence and value expressive influence,which have an impact on the brand preference of middle-income groups.In addition,this study will also explore the intermediary mechanism and boundary conditions that influence the brand preference of middle-income groups by perceived value and reference groups.The questionnaire was revised through in-depth interviews and pre-tests with middle-income groups.On this basis,a formal questionnaire survey was conducted on middle-income groups in six regions of China.After empirical analysis,this research found that:First,perceived value has a significant positive impact on the brand preference of middle-income groups.In addition,through empirical analysis,it is found that the three dimensions of perceived value also affect the consumption preferences of middle-income groups.The functional value,emotional value and social value of perceived value will significantly positively affect the consumption preferences of middle-income groups.Second,the influence of the reference group has a significant positive impact on the brand preference of the middle-income group.Reference group influence can provide middle-income groups with alternative and trustworthy brand information,and its informative influence has a significant positive impact on the brand preference of middle-income groups;utilitarian influence has significant influence on brand preference of middle-income groups Positively affects;as a symbol of quality and culture,brand can effectively identify a person's intrinsic value and social image,can reflect the identity and social status of middle-income groups,and the expressive influence of brand value on middle-income groups Brand preference has a significant positive impact.Third,perceived value and reference groups will have a significant impact on the brand identity of middle-income groups.Specifically,perceived value and its three dimensions(functional value,emotional value,and social value)have a significant positive impact on the self-brand identity dimension of middle-income group brand identity,referring to group influence and its three dimensions(information(Sexual influence,utilitarian influence and value expression influence)have a significant positive influence on the self-brand identity dimension of middle-income group brand identity;perceived value and its two dimensions(emotional value and social value)have a significant positive impact on middle-income group brand The social brand identity dimension of identity has a significant positive impact.The reference group influence and its two dimensions(utilitarian influence and value expressive influence)have a significant positive impact on the social brand identity dimension of middle-income group brand identity.Fourth,brand identity plays an intermediary role in the influence of perceived value and reference group influence on the brand preference of middle-income groups.Specifically,the self-brand identity dimension of brand identity plays an intermediary role in the influence of the functional value,emotional value,and social value of perceived value on the preferences of middle-income groups,and plays a role in the informational influence and utilitarian influence of the reference group The influence and value expressive influence play an intermediary role in the influence of the middle-income group's brand preference;the social brand identity dimension of brand identity plays an intermediary role in the influence of the emotional value and social value of the perceived value on the middle-income group's preference,To play an intermediary role in the utilitarian influence of the reference group influence and the influence of value expression on the brand preference of middle-income groups.Fifth,self-concept consistency plays a moderating role in the influence of perceived value and reference group influence on brand preference.Specifically,the higher the degree of self-concept consistency,the stronger the relationship between perceived value and the brand preference of middle-income groups,the stronger the relationship between the reference group influence and the brand preference of middle-income groups,and the lower the consistency of self-concept,the stronger the relationship between perceived value,The influence of the reference group on the brand of the middle-income group has not reached significance.In addition,self-concept consistency plays a mediating role in the process of perceived value influencing the brand preference of the middle-income group through brand identity.The influence of the reference group is influenced by the brand identity.The middle-income group plays a mediating role in the process of brand preference.The research conclusions of this article enrich the research ideas of the brand preference of middle-income groups,and provide theoretical contributions to the research in the field of brand preference of middle-income groups,and also provide practical value for brand companies.