Research On The Influence Mechanism Of Brand Anthropomorphism On Consumer Brand Loyalty

Brand anthropomorphism refers to the characteristics of social relations that consumers perceive brands with different emotional states,spirits,souls and conscious behaviors.The advertisments of "Queer" drink of Coca-Cola,“chips ahoy” of Yizi food,"M&M's chocolate product of the Mars company show a lifelike character.All these brands are the anthropomorphic processed,which makes the brands has the breath of life.Product or brand personification has shaped the successful differentiation strategy for many products or brands.This eye-catching marketing strategy can arouse the curiosity of consumers,prompt consumers to contact with the product or brand.Consumer brand relationship theory points out that self-brand connection refers to the extent to which consumers construct,strengthen and express themselves with certain brands.Brand loyalty includes attitude and behavior loyalty,which refers to consumers' attitude towards a certain brand,which leads to stable and repeated purchase behavior.Whether consumer-brand association can promote consumers to buy again or not,and make a higher evaluation to the brand,generate higher brand loyalty,which has the vital significance to brand construction market share of enterprise.Self-brand connection is an important part of the brand loyalty.Studies have shown that the higher self-brand connection will generally produce higher brand loyalty,and brand loyalty is closely related to consumer repeat purchase behavior.Based on this,this article takes the personification of food and beverage industry brand as sample,try to explore the mechanism and influence path of anthropomorphic brand impression type clues,interactive type clues on consumers' self-brand connection and brand loyalty.The research shows that consumers' self-identity and brand attributes are two factors that influence consumers' self-brand connection.Due to the consumer's perception of brand personification is very different.It is more realistic to include consumer self-construction.Therefore,analysis brand personification effect and boundary in the self-construal perspective.First of all,review the research literature progress of brand anthropomorphism,brand loyalty,self-brand connection and self-construction,and put forward hypothesis.And then make a questionnaire for this research based on the existing research relative maturity scale.Preliminary survey and correction questionnaire,and the effective data collected in the distribution was 308.In data analysis,correlation,regression,structural equation model and other methods are used to analyze and process data.The analysis results show that: the brand anthropomorphism interactive clues and impression clues have positive influence on brand loyalty.Consumer self-brand connection has positive influence on brand loyalty.Self-brand connection plays a full mediating role in the process of brand personification interaction cues that influence brand loyalty,and plays a part mediating role in the process of brand personification impression cues that influence brand loyalty.Data analysis confirmed that this is a regulation of the mediation model.The interaction between interdependent self-construal and brand personification interactive clues can positively influence the brand loyalty of consumers through the intermediary role of self-brand connection.While the interaction of independent self-construal and impression clues was not significant.Based on the empirical results,the following countermeasures are proposed.First,the brand image and personality,brand interaction and communication design,which are carefully combined with product positioning,can cater to consumers' needs.Secondly,when taking measures at the interactive path level,the focus will be on the consumer-brand relationship,and enhance the brand loyalty through cultivating and improving the relationship.On the impression level,there is no need to pay too much attention to the relationship,but should focus on improving consumer attitudes and behavior loyalty.Third,in the implementation process of enterprise brand interactive personification marketing strategy.Appropriately motivate the interdependent self-construal level of consumers can help to improve the quality of brand relationship and enhance the level of brand loyalty.When building brand personification interactive clues,enterprises need to integrate consumers' interdependent self-construction.In the brand image design,such as appearance image,language expression,personality characteristics and other aspects are included in the more interdependent self-construction approach,avoiding the launch of independent self-construction.After the brand image design is completed,we still need to focus on maintaining the interdependent self-construal customer target group.