A Study On The Influence Of Exited Brand’s Gratitude Opinion Advertisement On Consumers’ Purchase Intention

During the Covid-19,many brands expressed their gratitude to the frontline responders such as medical personnel through opinion advertisements,to establish a sincere and warm image and tie up relationship between them and consumers.At present,research on opinion advertising is more focused on the definition of connotation,research on gratitude is more focused on the field of psychology,and research on the communication effect of brand gratitude expressions is also more based on the perspective of consumers,exploring how brand advertising evokes consumers’ gratitude.Based on the brand personality theory,this study investigates the impact of brands with excited personalities on consumers’ purchase intentions when they publish gratitude opinion advertisements to groups that do not bring them direct benefits(e.g.doctors)in the context of the Covid-19.Through quantitative research methods,this study used SPSS25.0 software and AMOS24.0 software to analyze the data from 342 questionnaires,and used descriptive analysis,reliability test,validity test,correlation analysis,and regression analysis to verify the theoretical model and research hypotheses of this study.After data analysis,this study found that the expression of gratitude by excited personality brands to groups that cannot benefit them directly negatively affects consumers’ purchase intention;the expression of gratitude by excited personality brands to groups that cannot benefit them directly positively affects consumer persuasion knowledge;the evocation of consumer persuasion knowledge negatively affects consumers’ purchase intention;consumer persuasion knowledge plays a role in the expression of gratitude by excited personality brands and consumer purchase intention Consumer persuasion knowledge plays a mediating role between expressions of gratitude from exciting personality brands and consumers’ willingness to purchase;situational involvement positively moderates expressions of gratitude from exciting personality brands and consumers’ willingness to purchase.Based on the findings,the authors suggest that not all expressions of gratitude are viewed equally by consumers of the brand.The success of consumers’ acceptance of such a messaging strategy depends on the degree to which the brand’s personality is aligned with the brand’s behavior.If the conclusions of this study are to be more convincing,in the subsequent theoretical research,researchers can consider adding the dimensions of brand personality and the target of brand gratitude for comparative analysis,and at the same time,the specific content of gratitude opinion advertisements and the refinement of the target of brand gratitude are also of great practical significance.