Study On The Relationship Between Consumer Brand Perceived Value And Brand Identity Of Different Advertising Appeals

With the further development of China’s reform, and the increasing improvement of the socialist market economic system, the Chinese enterprises are facing unprecedented opportunities. However, whether a company can seize market opportunities to obtain bonus brought by reform, it still depends on whether a company can find the individual needs from customers to win the recognition. Thanks to the reform effort and the increasingly fair and open market environment in China, large, medium-sized and small enterprises have flourished like mushrooms. Within a certain period, the total market profit is relatively stable. Therefore, more enterprises, more participants will share the total profit. In order to gain greater market profits, the competition between enterprises will be increasingly fierce. In fact, competition among enterprises is the contest between the brands, which has been recognized by increasing participants within this industry. Therefore, how to build brand value and promote brand image have become the focus of brand study field. During the various means of shaping brand value, the ads will undoubtedly play a pivotal role, so the advertising strategy is most favored by enterprise operators.People will contact with a variety of products in their lives, which very often have multiple values. They can not only provide consumers with basic functional value, but also supply various values in terms of the consumer identity, status, tasting. However, a consumer’s recognition in a brand lies actually in the recognition in its brand value. The current researches show that the internal and external information passed from its brand will have a greater impact on target audience’s brand identity. In the study field of the relation between consumer brand attitudes and perceived value of brand product, related researches show that consumers’ brand attitudes and perception are influenced by the multi-dimensional perceived value. To some degree, there is a big relationship between a consumer’s brand attitude and purchase act, and how much brand value he/she feels. The more a consumer perceives the brand value, he or she will more incline to recommend this brand product to her or his relatives and friends. If a consumer can obtain enough information about a certain brand product or service before shopping, it will help customers form more accurate expectations, so there can be a positive brand evaluation after shopping. Ruyter proposed that perceived value has a positive impact on shaping a positive attitude of a customer after studying the perceived value of the consumers group in the tourism and museum industry. Woodruff put forward that there is a multi-layer relation between the various dimensions of perceived value and consumer’s brand attitude, proposing the different dimensions of the perceived value will have different impacts on a consumer’s brand attitude, which provides a new perspective for enterprises to build a positive consumer brand attitude and recognition.Currently, in marketing practice, the ads marketing strategies are varied, but the most basic one can be classified into the rational appeal ads and emotional appeal ads. Consumers’psychology process is different towards the two types of advertising appeals and the appeal ways of ads should match the products type and the information to convey. When consumers see ads in the way of rational advertising appeals, they tend to be attracted by its functional value and economic value, so they further incline to concentrate attention on such basic properties as the functional value and perceive the brand from the perspective of functional value. Besides, the positive brand identity is mostly from consumers’awareness on such basic property as the brand functional value. While customers see ads in the way of emotional advertising appeals, they tend to be attracted by its emotional and spiritual perception so less attention on such basic properties of the functional value. So the formation of consumer brand recognition in these advertising appeals is mainly based on the positive emotional perception or experience of a brand.The main content of this paper is the affecting level between brand perception value and brand recognition brand under different advertising appealing ways, and analyzing regulation effect of brand perception value on the brand recognition based on advertising strategies. Through the collection and summary of the previous research literatures, this paper mainly puts forward the following two viewpoints:Firstly, the consumer brand perceived value has a significant influence on the brand recognition; secondly, consumers brand perception value has a regulation effect on the brand recognition under different advertising appealing ways.This paper firstly studies from the consumer’s perception of brand value, by the relevant literature review and summary of perceived value, making research on the meaning of consumers perceived value of the brand, and divided dimension of customers brand value. Then on the basis of the above data, this article puts forward the4dimensions of customers brand perception value, namely, functional value dimension, social value dimension, psychological value dimension and economic value dimension. After combing the relevant dimensions of customers perceived value, then this paper reviews some literatures about consumer brand recognition, clarifying the study history of brand recognition and some definitions made by relevant scholars about brand recognition and studying the classification and the latest studying hotspots about brand recognition dimension. On this basis, this paper introduces different ads appeal ways under different contexts to study to which degree of the customers brand perception value’s effect on the brand recognition under different ads appealing ways and finally the research model is refined in this paper and the corresponding hypothesis is concluded according to the research model and related theories.In order to effectively carry out the empirical analysis on the research hypothesis in this paper, this thesis adopts descriptive experiment method, in which by designing different appeal ways to compare the regulative effects of consumers brand perception value on brand recognition so as to reveal more direct regulating effects of advertising appeals strategies, the volunteers are also asked to finish relevant questionnaires after watching the experiment ads. During the study process, there are a total of296questionnaires, of which280copies are effective ones. After obtaining the experimental data, the paper will mainly analyze the data by SPSS20.0statistical software. Firstly, the obtained data will first be analyzed by descriptive statistic method to investigate and know the basic condition of the samples; Secondly, the reliability and validity of the scale by Cranach’s alpha coefficient and factor analysis are tested and the final result shows the reliability and validity are pretty good; Finally, the hypothesis in the second aspect of this thesis is verified in the method of regression analysis. The main conclusions of this study are as follows: 1. The consumer brand perception value has a significant influence on brand recognition. The perceived value of the four dimensions:functional value, social value, psychological and economic value all exerts a positive influence on the customers brand recognition.2. The consumers brand perception value has an apparently regulative role in brand recognition in different advertising appealing ways. Details are as follows: Under the rational advertising appeal means, the effect of functional value perception on the brand recognition is stronger than that of emotional appealing; under advertising emotional appeal, the effect of consumer social value perception on brand recognition is stronger than that of the advertising rational appealing; Under advertising rational appealing, the effect of consumers economic value perception on brand recognition is stronger than that of emotional appealing.The verified conclusions in this paper have some theoretical sense. For example,this thesis, from a totally new perspective, that is, the consumers perception value on brand, aims to study consumer brand recognition, and the relation between customers brand perception value and brand recognition by comparing the effect degree of advertising appealing ways and advertising emotional appealing ways, taking ads appealing ways as moderator variable. Therefore, this study enriches and develops the theories about consumes acts and ads strategies in theory.According to hypothesis verified conclusions, this study also has some practical revelation:in practice, it is pretty hard for a brand to own just one aspect value and mostly often, it has to possess various values on several dimensions with different focuses. Therefore, when enterprises are building brand value, it should be clear that the content showed in different dimensions. Then, it should be flexible on making use of advertising strategies to achieve the full utilization of resources by investing corresponding ratio ads according to the ratio of brand value under different dimensions in building brand. Meanwhile, it will be better if the brand building can start from one point to a square, and finally become a joint force by coordinated lines. In addition, the use of corporate advertising strategies must be closely linked with their industry and product categories, and will be better that if the investing is conducted after doing a number of studies and surveys in the targeted market, to avoid consumer selectively ignoring some advertising information. The corporate advertising should not be conducted aimlessly, but based on the actual needs, and formulate appropriate marketing strategies advertising. If the offered core competitiveness of the brand is brand’s functional value, then the rational appeal advertising should be used to introduce the product’s performance, parameters and other information in detail, helping consumers make rational choices and achieve "convincing people by reasoning" in order to form or change consumers’ awareness in brand, thus effectively improving the brand recognition.