Research On The Mechanism Of Customer Perceived Value On Brand Attitude In The Context Of Brand Micro-film

With the development of Internet economy,a new form of marketing promotion,Brand Micro-Film,has emerged in enterprise marketing practice.Brand Micro-Film weaken the characteristics of advertising,provide consumers with the sensory and emotional experience associated with brand content in a short period of time,and achieve the purpose of marketing through consumers’ active communication.Brand Micro-Film has become a marketing phenomenon.However,scholars have not yet formed a systematic research framework and system for Brand Micro-Film.This paper discusses the marketing rules of Brand MicroFilm,the role of customer perceived value in the process of marketing promotion and its influence on brand attitude.It has certain theoretical and practical significance.This paper explores the mechanism of customer perceived value on brand attitude in the context of brand micro film.Firstly,based on a review of the research context of brand micro film,customer perceived value and brand attitude,this paper discusses the uniqueness of customer perceived value in the context of brand micro film.Secondly,combined with relevant theories,this paper builds a dual-path model of customer perceived value affecting consumer brand attitudes.Finally,this paper modified the variable scale through pre-check,and used SPSS25.0 and AMOS24.0 software to test the model by analyzing 313 sample data.The results show that the dual-path model of perceived functional value and symbolic value of brand micro films affects consumers’ brand attitude through the mediating effects of trust and identity is valid,and the functional value is the main driving factor affecting consumers’ brand attitude compared with the symbolic value.Brand awareness positively moderates the mediating effect of trust,while product involvement negatively moderates the mediating effect of identity only for consumers unfamiliar with the brand.Finally,this paper summarizes the research content and puts forward suggestions for enterprises on how to use brand micro films to strengthen consumer trust and identity and influence the brand attitude of target consumers.