The Influence Of Anthropomorphic Communication On Consumer's Brand Attachment

With the development of relationship marketing,enterprises have invested a lot of energy in establishing the emotional relationship between consumers and brands.Previous studies have proved that brand anthropomorphism can effectively promote the formation of consumer brand attachment,but few scholars study brand anthropomorphism from the perspective of anthropomorphic communication.There are many kinds of anthropomorphic communication methods,and now,many kinds of anthropomorphic communication methods have been widely used in the market,but few scholars have classified it and studied anthropomorphic communication methods.Therefore,the research in this field is still in the exploratory and experimental stage.Based on the literature analysis of brand anthropomorphism,this paper classifies anthropomorphic communication methods,designs questionnaire and collects data by experiment,analyzes data by SPSS and studies the influence of anthropomorphic communication methods on consumer brand attachment,hoping to enrich the the research of anthropomorphic communication and brand attachment,which can in turn to provide some practical references for companies marketing strategies.Based on the stereotype content model,this paper divides anthropomorphic communication into two types: warm and competent.Based on attachment theory,consumers are divided into two types: preoccupied attachment style and secure attachment style.Furthermore,we explore the influence that the interaction between consumers with different attachment styles and anthropomorphic communication brands with different styles on brand attachment.The results show that the preoccupied(vs secure)attachment style of consumers in the face of warm(vs competent)anthropomorphic communication is more likely to produce brand attachment,secure(vs preoccupied)attachment style of consumers in the face of competent(vs warm)anthropomorphic communication is more likely to produce brand attachment.The study also introduces brand role variables,further points out the boundary conditions of the above effects,and uses Maslow's hierarchy of needs to explore the third-order interaction among anthropomorphic communication,attachment style and brand role.The result shows that the above-mentioned effects only exist in the context of partnership,that is,when the brand role is a partner,the preoccupied(vs secure)attachment style of consumers in the face of warm(vs competent)Anthropomorphic communication is more likely to produce brand attachment,secure(vs preoccupied)attachment style of consumers in the face of competent(vs warm)anthropomorphic communication is more likely to produce brand attachment.When the brand role is servant,no matter what kind of attachment style the consumer is,the consumer is more inclined to purchase the Anthropomorphic Communication brand with competent.On the basis of stereotype content model,this paper enriches the research scope of anthropomorphic communication,promotes the research progress of anthropomorphic communication,consumer attachment style and brand role,and provides corresponding marketing inspiration for enterprises to design different forms of anthropomorphic communication and create different brand roles according to different types of consumers.