The Research On The Influence Of Brand Personality On Brand Admiration ——The Mediating Effects Of Brand Identification

With the promotion of economic globalization and the development of China's economy,the brand competition of enterprises has become more intense.Consumers no longer only pay attention to the efficacy of products.The significance of consumption of brand symbols has become a trend that cannot be ignored.How to build brand symbol into valuable brand equity,and how to cultivate and establish the relationship between consumers and brands become the key to brand competition.As a long-discussed concept,brand personality is a key point in the construction of the connotation of brand symbols.As a new concept in recent years,brand admiration has been seen in many successful brands.Therefore,this article explores the influence of brand personality on brand admiration,in order to enrich the relevant theories in the field of brand communication and brand marketing,and provide marketing advice for companies.The independent variable of this paper is brand personality,including five dimensions of sincerity,excitement,competence,sophistication,ruggedness.Brand identification is the intermediary variable,which includes individual brand identification and social brand identification.Brand admiration is the dependent variable,including cognitive admiration,emotional admiration,behavioral admiration three dimensions.This study based on the three variables are constructed on the influence of brand personality on brand admiration research model,and use SPSS25.0 and AMOS25.0 to conduct descriptive statistical analysis,reliability and validity test,model fit test,correlation analysis,regression analysis and mediating effect analysis on the survey data to draw relevant conclusions,and put forward corresponding suggestions for enterprises to carry out brand communication and brand marketing more effectively.