Research On The Influence Of Brand Value Consistency Of Non-discriminatory Target Group On Brand Identity

With the development of consumer market,marketing activities and market ing means are constantly enriched,and consumerism is becoming more and mo re popular.More and more enterprises pass on their personality,image,values and other "symbols" to consumers through brand shaping,in order to gain the favor of target consumers and gain competitive advantage.In this process,the brand tends to have some personality characteristics of the social people,so as to convey various values to consumers "grounding spirit".For example,the ele gance and refinement of women must be defined by smearing lipstick of a bra nd or wearing some brand clothes;on the other hand,consumers who gain sup eriority and satisfaction through material consumption are everywhere.Yes,no matter what category,there is a chain of disdain between consumers.Discrimin ation,as a common social phenomenon,also appears in the consumer market.In recent years,news incidents of brand discrimination against consumers at ho me and abroad have been heard,such as the recall of IKEA's "problem drawer" and the recent incidents of Du Jiabana's humiliation to China.However,in t he event of discrimination,how will consumers with other non-discrimination o bjectives view this matter,how will they view discriminatory brands and discri minated consumers,and will this affect their recognition of the brand? If so,a re there any differences,and what are the underlying mechanisms? In this thesi s,the above problems will be discussed in depth.In contrast to the many hot discrimination incidents often disclosed in the news,there are few studies on consumer discrimination in academia,especially in China.In the direction of consumer discrimination,scholars in the past mai nly focused on exploring the causes of consumer discrimination perception and the behavioral and emotional reactions of consumers after being discriminated,and they all studied from the first perspective of victim-based or enterprise-bas ed.From the third perspective of bystanders,this study explores the different r eactions of non-discriminatory target consumers to discriminatory incidents.It li nks consumer values with brand values from the outside to the inside,explores the influence of consistency between non-discriminatory target consumers' values and brand values on their brand identity in discriminatory incidents,and expl ores non-divergence.Considering the internal influence mechanism and boundar y conditions of the attribution of discrimination against target consumers,it can provide reference for the follow-up study of consumer discrimination by other scholars.The main research contents of this thesis are as follows: 1.To explor e whether the impact of non-discriminatory target consumers brand value consis tency on their brand identity is different;2.To explore the intermediary mecha nism of the above-mentioned impact,when the brand value consistency is diffe rent,the attribution difference of non-target consumers' discrimination;3.To an alyze the participation of discriminated consumers to non-target consumers.Exa mine whether group types play a moderating role in the above effects.In this study,SPSS25.0 and AMOS were used as data analysis software to quantitative ly analyze the hypotheses in the study.This thesis reviews the relevant literature on various variables involved in the study,constructs a research model,and deduces four hypotheses based on t he model and related theories.Through the issuance of research questionnaires,situational experiments and statistical analysis,this thesis verifies the hypothesi s,and finally draws the following conclusions:(1)The consistency of brand va lues of non-discriminatory target consumers affects their brand identity,non-disc riminatory target consumers.The higher the consistency of brand values that di scriminate against target consumers,the stronger their brand identity.(2)Discri minatory attribution tendencies of non-discriminatory target consumers play a m ediating role in the impact of brand value consistency on brand identity.(3)In the discriminatory situation,when the target consumer is the active reference group(inner group and desire group)of non-discriminatory target consumer,the non-target consumer will be more inclined to attribute to the internal(i.e.bra nd)under the influence of the lower consistency of brand values of non-discri minatory target consumer,thus reducing their brand identity;(4)in the discrimi natory situation,the target is eliminated.When consumers are negative referenc e groups(evading groups)of non-discriminatory target consumers,non-target co nsumers tend to attribute to external factors(i.e.,discriminate against the perso nal characteristics of target consumers)and enhance their brand identity under t he influence of higher consistency of brand values of non-discriminatory target consumers.The innovation of this thesis lies in:(1)In the past,most of the studies on consumer discrimination were based on victims or brands,that is,the first perspective of discrimination incidents.This thesis,for the first time,from the perspective of a larger number of bystanders than the victims,explores the imp act of the differences in the consistency of brand values on brand identity.The research scope of the audience affected by consumer discrimination incidents has been expanded.(2)In terms of explanatory mechanism,compared with pre vious studies on consumer discrimination,which mainly focused on the domina nt factors within the brand,such as front-line service employees,this study inn ovatively incorporates the more recessive and deep-seated factors in discriminati on events: brand values into the scope of the study,giving enterprises more in-depth thinking and operational suggestions.(3)The selected adjustment variabl es provide valuable references for the remedial strategies of enterprises after di scrimination,such as targeting the information disclosure of victims;(4)In the past,the research on market discrimination was mostly based on a single dime nsion,such as the analysis of the relationship between the discriminated consu mers and the bystanders,i.e.the discriminated consumers and non-target consu mers.Brand side's one-dimensional exploration,or victimized consumers' one-dim ensional exploration,this study carries out multi-dimensional analysis of consu mption.