Effects Of Consumer Identity To Brand Purchase Intention

Consumers are often attracted by the products and brands associated with social identity, and the prominent of particular social identity will effectively guide consumers’attitude. In marketing practice, different types of companies have been trying to outline the customers’ sense of social identity and describe their lifestyle space for product/brand positioning, and successfully created lots of marketing miracle. Scholars have done a lot of deep research on the relationship between consumer behavior and social identity, research focused on two aspects: consumption determines identity; consumption patterns expresses the identity. Based on this, some scholars focused the research perspective on consumer identity hold that, the essence of consumer identity is.that consumers build, maintain and strengthen their own identity in a particular social identity through consumption, consumer identity is the motivation origin of symbol consumption, and other acts of symbolic consumption. Most of the existing literature focus on the speculative argumentation of the relationship between consumer identity and the consumer behavior, few scholars use of empirical methods to verify the process of consumption. Therefore, this paper get the perspective of consumer identity, try to explore the relationship between consumer identity and consumer willingness to buy the brand, and through empirical research methods to explore the inherent impact mechanism of consumer buying willingness.This study first elaborates the basic theory of consumer identity, positive affect, denial and brand self-consistency. Then, based on the results of previous studies and the relevant theoretical, we formulate hypotheses and build a theoretical model with all variables. Furthermore, design, modify and improve the questionnaire and get the final questionnaire for large sample. Examine the reliability, validity testing, correlation analysis, regression analysis through SPSS software, at the same time do the empirical test and analysis of research model and hypothesis. At last, get the conclusions, and analysis of the limitations of this study and the prospects for the future.Through the analysis for441effective questionnaires, conclusions are as follows:(1) Consumer identity has a positive significant effect on brand purchase intention.(2) Consumer identity has a positive effect on positive affect.(3) Consumer identity has a positive significant effect on denial.(4) Positive affect has a positive effect on brand purchase intention.(5) Denial has a positive effect on brand purchase intention.(6) Positive affect act as intermediary between consumer identity and purchase intention.(7) Denial act as intermediary between consumer identity and purchase intention.(8) Brand self-consistency has a significant moderating effect between positive affect and brand purchase intention.