Research On Brand Personality Communication Based On Anthropomorphism Process

As the increasing unmerciful brand competition in the market,no matter theoretical circle or business world still keep high enthusiasm of finding new approaches to spread brands.Brand personification is becoming the studying and chasing goal of scholars and businessmen because of the great benefit from positive using of brand personification marketing.Because of the rapid raising of the Internet,enterprises have more abundant and various approaches and models to spread their brands,and the most popular way is the brand personification which could benefit them more.However,The truth that the explosive growth of consumers' knowledge will increase their feelings and sense of a brand personification more than only visual or auditory level.Consumers more focus on the perspective of their psychological perception to analyze how to give a personalized characteristic to a brand which is an inanimate object.In this progress,Enterprises is chasing more on consumers' ‘Sensory Perception'.Theoretical studies of brand personification is relatively late,and the only relevant research reports concentrate on an important point which is the influences of brand personification to consumers' attitudes and behaviors,but few focus on the question ‘consumers is based on what kind of psychological cognitive process to treat a brand as a person'.Since brand personification is so important to enterprises to spread their brands,it is crucial both for fill the blank of the theory and enterprises' brand publicity to deeply analyze the cognitive process of consumers to it,as well as the origin of the brand personality and utility.This paper is based on combing related literature and theory reports.First,to discuss the ins and outs of the brand personification,the cause is most about the cognitive process of brand personification using grounded theory,and constructed the brand personification model which is based on internal dimension,external dimension and social dimension.The internal dimensions expound from the aspect of personal tendency;external dimension manly illustrate from two angles: personification image and brand spokesperson;social dimension discusses how the interactive communication influences consumers' cognition of brand personification;in addition,the consequence part relates to the effectiveness of brand personification brings to the enterprises.From the researches,brand personification could bring love and trust to the brand from consumers.Secondly,in order to supplement and enrich brand personification cognitive process theory,for the first time applying communication theory references to brand marketing.At the last,summarize and discuss the all content of this article,and put forward the research deficiency and the future research direction.This paper creatively proves the internalization mechanism of consumers to brand personification,and systematically summarizes the concept of the brand personification.It provides the theoretical basis for future brand personification related studies,and also provides the scientific guidance for enterprises brand spreading marketing.