Research On The Influence Of Brand Anthropomorphism On Consumers Brand Attitude

The number of mobile Internet users in China has reached a very high proportion.According to the relevant data,mobile phones have replaced computers as the most important shopping channel for consumers.Nowadays,online shopping being so prevalent and popular,the importance of brand marketing is more prominent than ever.More and more businesses are designing their own brand logos,names,images,etc.more vivid in order to get closer to consumers.Besides offline interactions,the communications with consumers on various social platforms are on the upsurge.And the relationship between enterprises and the consumers is becoming increasingly intimate.In the actual marketing practice,brand anthropomorphic has become a more common marketing method.In academic research,brand anthropomorphism has gradually become the subject of scholars'research.Based on this background,through the related literature materials study,this paper selects the brand anthropomorphism of the independent variable(impression clues and interactive clues),the brand attitude of the dependent variable,the psychological distance of the mediating variable,and the type of consumer of the moderating variable(the hedonistic consumers and the utilitarian consumers).The four main variables are the key elements in building the theoretical model.Through interviews with 20 people,five FMCG brands which are popular with consumers are selected:Three Squirrels,Jiang Xiaobai,Durex,the store of the Palace Museum at Taobao,M&M's.And the consumers of these five brands in Tmall are chosen as the research object of this paper.Under the comprehensive consideration of the former scale learning reference and the specific research content of this paper,the e-questionnaire of this paper is designed and distributed to all main cities of China.After the formal elimination of collected questionnaires,be way of the descriptive statistical analysis,reliability and validity test,factor analysis and correlation analysis of the SPSS22.0 statistical software,the hypothesis test is carried out on the relevant data with the AMOS22.0 statistical software.The conclusions of this paper are drawn:brand anthropomorphism has a significant positive impact on brand attitude,and the significant positive impact of brand anthropomorphic impression clues and interactive clues on brand attitudes are also established.The closer the psychological distance between consumers and the brand,the better their attitude towards the brand,and it's true in both the anthropomorphic impression clues and the interactive clues.The type of consumers has a moderating effect between brand anthropomorphism and psychological distance.Compared with utilitarian consumers,hedonistic consumers have a stronger regulation between brand anthropomorphism and psychological distance.But the brand hypothesis of this hypothesis is not true for the hypothesis that brand anthropomorphic impression clues are not established,and the hypothesis of brand anthropomorphic interaction clues is established.Consumer types have a regulatory role between psychological distance and brand attitude.Compared with utilitarian consumers,hedonistic consumers have a stronger moderating effect between psychological distance and brand attitude.According to the empirical results of the mechanism of brand anthropomorphism on brand attitude,this paper proposes corresponding brand management suggestions for enterprises,hoping to have positive impacts on the enterprises that will adopt or have adopted brand anthropomorphism strategies.In addition,due to objective or subjective reasons,this paper also has some disadvantages.Therefore,it also proposes a prospect for similar research in the future.