The Impat Of Brand Identity On Consumer Brand Switching Behavior

In this paper, from the perspective of social identity, choosing the food industry to explore the brand identity affects consumer brand switching behavior. Based on the theory of social identity and brand identity of related research, the brand identity is divided into brand cognitive (cognitive component), brand evaluation (evaluation component), brand emotion (emotion component) three dimensions.Through literature reviewing and integrating, this paper will see the changing psychology and positive word-of-mouth as interference factors which affect the relationship between brand identity and consumer brand switching behavior. Thus, from the social identity perspective, formed the theory model which brand identity has a impact on consumer switching behavior, and then according to the research model and related theory puts forward the research hypothesis.The following conclusions are obtained by empirical analysis:(1) Brand identity on consumers’ brand switching behavior has a negative impact. That is to say, if consumers identity a brand, their brand switching behavior will not occur. First, the brand cognitive has a negative impact on consumers’ brand switching behavior; Secondly, the brand evaluation has a negative impact on consumers’ brand switching behavior; Thirdly, the brand emotion has a negative impact on consumers’ brand switching behavior.(2) Changing psychology has no adjustment on the relationship between the consumer brand identity and brand switching behavior. According to traditional theory research, consumer characteristics (including changing psychology, etc.) may effect on the relationship between the brand identity and consumer brand switching behavior. That is to say, changing psychology might play a regulatory role for the relationship. But this study shows that the adjusted variable failed a significant test. (3) Positive word-of-mouth can adjust the relationship between consumer brand identity and brand switching behavior basically. Finally, the conclusion, the author of this paper put forward the countermeasures and suggestions that enterprise should be increase consumers’ identity to enterprise brand, strengthen the consumers behavior of positive word-of-mouth and improve the diversity of brand positioning.This paper expands the range of application of the theoretical model that Lam SK researched especially in combination with local enterprise development environment, which improve the measurement elements and model of brand switching behavior, so these conclusions from this article have certain theoretical significance. In addition, though empirical research based on the local food industry, can find problems existing in the process of food buyers brand switching behavior.It provide a theoretical reference which defense enterprises existing consumers switching behavior, at the same time promote the other food brand consumers to own brand.