The Research On The Influence Of Brand Identification On Customer Brand Evangelism

Since the media age,more and more people have frequently used the blog,micro-blog,WeChat,online communities and forums,BBS and other channels to disseminate their brand's consumer experiences.The media has far more influence than the traditional media.Among these information communicators,brand evangelists are more concerned with and valued by others because they are more willing to recommend their favorite brands to others.What are the characteristics of consumers more prone to brand praise behavior? Consumer personality and value creating willingness,which is make an impact on consumer brand recognition and brand excellence? How is the impact produced? The answer to these questions will eventually provide effective suggestions and Countermeasures for enterprises in the era of network economy,improve consumer brand identity,train brand advocates.Research on brand identification,brand personality,consumers are respected on the basis of the review,based on the theory of value creation,combined with questionnaire survey and statistical analysis,mainly discusses the influence on consumer brand recognition brand respected,as well as in the impact process,regulation and create consumer value.A questionnaire survey of 350 consumers based on the statistical analysis by SPSS19.0 software,we obtain the following conclusions: first,brand identity has influence on consumer brand esteem,brand identity and brand highly positively correlated,the higher the degree of consumer recognition of a brand,the brand respected the wishes of the stronger two dimensions of brand identity have influence on the consumer advocate,two ways and degree of the effect and influence of brand identity brand highly consistent;second,effect of personality on brand in respected brand identification,with no moderating effect;third,affecting the process of value co creation may esteem to the brand in the brand identity,plays a positive regulatory role in brand recognition under the condition of the same value co creation may strong consumers more easily Brand praise,behavior,value,creativity,consumers are not easy to brand praise behavior.According to the influence factors of brand identity and value theory can create brand recognition based on the behavioral effect of respected brand strength,for retail enterprises and production enterprises to stimulate consumer value co creation may,and transformed into brand advocates puts forward marketing strategies and suggestions.