Research On The Influence Mechanism Of Brand Anthropomorphic Personification On Brand Extension Evaluation

In recent years,with the enhancement of the economic development and integration trend,new business forms are constantly emerging,and the "crossover" phenomenon of brands extending from the original field to the new field is becoming more and more common.Brand extension has become an important marketing strategy for enterprises to face new opportunities,expand new markets and seek new growth.However,historical experience shows that not all brands are suitable for brand extension.Throughout the extended successful brands that maintain continuous communication and interaction with consumers,and reflect the empathy and personality with consumers at the mental and emotional level,are often more likely to achieve the success of brand extension.Past studies have shown that consumers’ brand anthropomorphic perception has a deep impact on brand attitudes,and brand anthropomorphic perception is conducive to the establishment of positive brand relationships.So will consumers’ perception of brand anthropomorphic brand significantly affect their evaluation of brand extension,or will brand anthropomorphic brand brand have a certain role in promoting brand extension? In the implementation process of the brand extension strategy,do enterprises need to give priority to the brand anthropomorphic image shaping and the cultivation of customer mind? How the enterprises should establish a unique brand anthropomorphic perception for consumers,in order to achieve a positive brand extension effect,is the focus of attention and exploration in this paper.Based on the theory of stimulus response,symbol interaction theory,social identity theory,and cognitive-emotional conformity theory,this study constructs the influence research model of consumer brand anthropomorphic perception on brand extension evaluation,and examines the role of self-brand connection and perceptual fluency in it.A total of 295 valid questionnaires were distributed online and live,and the theoretical model was verified through empirical data analysis of statistical software such as SPSS.Through research and analysis,it is found that brand personification has a positive influence on brand extension evaluation,and the influence coefficient of brand anthropomorphic interactive clues on brand extension evaluation is higher than the impression clues;consumer self-brand connection has some intermediary role in the evaluation process of brand personification;consumer perception fluency of brand personification and self-brand connection.In theory,this study provides a new perspective for the study of brand anthropomorphic factors and brand extension evaluation,introduces brand anthropomorphic factors to explore and analyze the influence of brand extension evaluation,and examines the role of brand extension evaluation from the perspective of the influence of brand anthropomorphic factors on customers’ psychological perception.It further analyzes the influence of brand anthropomorphic categories on the influence of brand extension evaluation and its three dimensions.It further clarifies the influence effect of consumer self-brand connection between brand anthropomorphic brand and brand extension evaluation.Further enrich the application scenarios of symbolic stimulus response theory,interaction theory,social identity theory and cognitive-emotional matching theory.In practice,it provides new operational ideas and strategic suggestions for enterprises to establish the development consciousness of promoting brand extension,create efficient brand anthropomorphic means,use personification means to enhance the relationship between customers and brands,and establish differentiated personification means to promote the successful strategy of brand extension.