Research On The Effects Of Brand Authenticity On Green Building Materials Brand Evangelism

Brand evangelism is an important psychological and behavioral basis to promote the positive interaction between brands and consumers,as well as to realize the co creation of brand value.With the continuous improvement of the market environment and the in-depth development of social media,brand evangelism will play an increasingly important role in improving brand images and cultivating the core market abilities.Relevant theoretical research and practical exploration is a subject with profound theoretical and practical significance.This dissertation selects brand authenticity issues as the entry point,and conducts a systematic and in-depth study on how brand authenticity affects the great mechanism and atmosphere of forming green brand evangelism for green building materials.According to cue utilization theory,skepticism theory,cognition-affection-behavior theory and elaboration likelihood model theory,this dissertation constructs the concept model of the effects of brand authenticity of green building materials on green building materials evangelism and puts forward the corresponding research hypotheses.Combined with the characteristics of green building materials products and the consumption characteristics and status,taking green floor brands as an example,the structural dimension and semantic scale of green evangelism for green building materials are extracted by utilizing the grounded theory.Based on the data obtained from the questionnaire survey,this dissertation employs structural equation model,PROCESS analysis and One-Way ANOVA to make an empirical analysis of the theoretical hypothesis;BP neural network technique is used to study the influence weights of brand authenticity on green brand evangelism of building materials,in order to identify the key dimension of brand authenticity on green brand evangelism of building materials.The main research contents are as follows:(1)The brand authenticity of green building materials mainly includes five dimensions:green attributes,conventional attributes,brand heritage,brand sincerity and brand symbolism.Green brand evangelism of building materials mainly includes two main dimensions: one is devotional green brand evangelism of building materials,while the other is behavioral green brand evangelism of building materials.The former one includes two sub-dimensions: brand building materials attributes and green building materials attributes;the latter one includes three sub-dimensions: brand purchase intention,word-of-mouth and op positional brand referrals.(2)Green transparency has a significant positive impact on brand authenticity.Specifically speaking,green transparency has significant positive effects on green attributes,conventional attributes,brand heritage,brand sincerity and brand symbol.Green skepticism has significant negative influence on brand authenticity.Green skepticism has a significant negative influence on green attributes and brand sincerity,but not on conventional attributes,brand heritage and brand symbolism.(3)Brand authenticity exerts an indirect positive impact on green brand evangelism of building materials through the intermediary role of self-brand connection.Need for cognition positively regulates the intermediary role of self-brand connection in the relationship between brand authenticity and green brand evangelism of building materials,which is reflected in the mediated model.In other words,the higher level of need for cognition is,the stronger indirect effect of brand authenticity on green brand evangelism for building materials through self-brand connection is.(4)Brand authenticity has a significant positive impact on green brand evangelism of building materials.It is worth noting that each dimension of brand authenticity has different influence weight on green brand evangelism of building materials.The order of influence intensity is green attributes,brand heritage,brand sincerity,conventional attributes and brand symbolism respectively.Green attributes are the most influential dimension of brand authenticity on green brand evangelism of building materials.Building materials enterprises need to pay special attention to the green attributes authenticity of green building materials brands when communicating with consumers.The Green building materials is a special kind of product category,the theoretical and practical contributions of this dissertation lie in the research of the influencing factors and mechanism of green brand evangelism of building materials from the perspective of brand authenticity,enriching the research content of brand evangelism;defining the connotation,component dimensions,and scale of brand authenticity in the context of green brand materials,and green brand evangelism of building materials.The influence model of brand authenticity on green brand evangelism for building materials reveals the role of green skepticism,green transparency,self-brand connection and need for cognition in the mechanism of the role of brand authenticity in green building materials brand evangelism;the simulation model of brand authenticity on green brand evangelism of building materials is constructed by using neural network,and the influence weights of brand authenticity on green brand evangelism of building materials is identified.