Empirical Studies On The Impact Of Social Identity Of The Brand Evaluation

Research on consumer behavior based on social identity is a new academic field related tosociology, psychology and marketing. Though social identity influences brand evaluation,the influence has its conditions and boundaries. Through previous studies found that theimpact of the role of the conditions exist, the purpose of this paper is the impact of socialidentity brand evaluation mechanism.Based on sorting out the core concept about social identity&brand evaluation, looking forits influencing factors in the relationship, introduce two concepts that product involvementdegree and motivation in the end. Product involvement degree is a level of detail thatconsumer decision-making process related information processing, or marketing stimuliand the degree of involvement. Motivation is an inner drive, needs or objectives. Evaluationof the impact of social identity of the brand is affected by the degree of productinvolvement and consumer motivation: different product involvement degree, brandevaluation of the level will be different; different levels of consumer motivations, the levelof the evaluation of brands will be different.Based on sort of status quo, This paper proposes three hypotheses, using the experimentalmethod Empirical studies the role of the relationship about social identity on the brandevaluation, Verify that the regulatory role of product involvement degrees and theintermediary role of motivations.Through analysis of the experimental data showed that, Stimulate of social identity thatmeet the information sexual and diagnostic on social identity can significantly improve theconsumer’s brand evaluation. The higher the product involvement degree, the greatersignificance; the lower the product involvement degree, although significantly improvedbut the effect was not significant. And the product involvement degree in social statusinfluence brand evaluation played a regulatory role. Compared excitation and no excitationto social identity, consumers`motivation and brand evaluation has improved significantly,and verify the intermediary role about the motive in the social identity influence on brand evaluation.Above all, the conclusions of this study enables businesses to come to recognize the preciseformulation according to the product based on the level of product involvement of thesocial identity of the marketing strategy and tactics. In order to find factors that influenceconsumer brand evaluation fundamentally, they need to find the product’s selling point,contacting consumer behavior motivation, ultimately achieve marketing purposes.