Research On The Impact Of Brand Equity On Web Celebrity Brand Extension Attitude Of Consumers

Compared with other brand communication,personal brand communication has more distinct personality and emotion,And the interactive and multi-directional features of social media communication can just meet the needs of audience's participation in communication and attention to user experience in personal brand communication.At present,microblog has become an important position for web celebrity personal brand marketing,According to Sina Microblog in the fourth quarter of 2018 reported: microblog has 462 million monthly active users,93% of whom come from mobile terminals.While In the boom that web celebrity realizes microblog traffic through Taobao e-commerce platform,web celebrity economy,as an emerging business model,developing and extending the industrial chain at an amazing speed.However,with the increasingly fierce web celebrity market,the operation of personal brand needs to adjust its strategy more,in order to expand the influence of the brand and expand the market share,influence and change consumers' attitude towards web celebrity brand extension imperceptibly,and ultimately affect consumers' purchase behavior.Therefore,this paper takes web celebrity brand asset as the research object,mainly through quantitative research to explore the influence of brand equity on consumers' web celebrity brand extension attitude,also hopes to provide Suggestions and opinions on web celebrity personal brand and other personal brands based on relevant research conclusions.Based on the characteristics of Taobao e-commerce celebrities,this study selected representatives of this type through pre-survey and drew on the latest achievements in the field of brand asset research at home and abroad.Combined with the conclusion of in-depth interview,after the standardized scale development and reliability and exploratory factor analysis,the web celebrity brand asset model including identification symbol,fan loyalty,liquidity capacity and endorsement value was constructed.And the model is verified by factor analysis,one-way analysis of variance,structural equation model analysis and mediating effect analysis.Specifically,the main research conclusions of this paper are divided into theoretical and practical aspects,the conclusions of the theoretical research include:(1)Fan loyalty and endorsement value have a significant positive impact on consumers' willingness to purchase web celebrity brand extension products.(2)Among the four dimensions of brand equity,identification symbol,fan loyalty and liquidity capacity have significant positive effects on web celebrity brand extension cognitive attitude,But,fan loyalty and endorsement value have significant positive effects on web celebrity brand extension emotional attitude.(3)Web celebrity brand extension cognitive attitude plays a complete mediating role in the influence of identification degree on purchase intention,while web celebrity brand extension emotional attitude plays a partial mediating role in the influence of identification degree on purchase intention.(4)Fan loyalty ? flow liquidity and endorsement value influence consumers' purchase intention through partial mediation effects of web celebrity brand extension cognitive attitude.and,by web celebrity brand extension emotional attitude partial intermediary role affect consumer purchase intention.From the perspective of practice,web celebrity should strive to enhance personal identification to enrich brand connotation,focus on content marketing to increase fan loyalty,improve the ability of media integration and skillfully integrate personal brand information,in addition,take full advantage of brand collaboration and focus on developing empathy.