Research On The Effects Of Brand Personality To Brand Loyalty Based On Wechat

With the social and economic rapid development and prosperity, an increasingly competitive market, growing homogenization of products, each company wants the consuming public to know yourself and love yourself, as many enterprises in brand commercial competition winning magic. Wechat as a new social media in shaping the brand personality has a significant major advantages: first, Wechat platform has over 600 million users and wide information dissemination. Second, the use of Wechat is very convenient and timely; the third is good communication effects; four,Wechat platform is highly interactive. Enterprise instantaneously aimed this powerful communication platform, so more and more enterprises have turned branding and promotion of the battlefield to Wechat public platform.In a consumer-oriented modern market, the brand personality is an important basis for consumers to differentiate products, the brand has a personality can get the target consumer’s identity is an important factor in establishing brand loyalty, therefore, from the business use of Wechat platform background branding point of view, the relationship between the brand personality and brand loyalty research Wechat public platform, and explore brand recognition intermediary role played in this effect, which for many companies internet marketing and brand products or services with a shape Theoretical and practical significance. Study was to explore the influence of corporate Wechat platform brand personality of customer brand loyalty. In the research results at home and abroad on the basis of empirical research in statistical methods to micro-channel brand marketing for the study, in building a brand personality, the basic concept model between the three brand recognition and brand loyalty on the application of multivariate regression analysis article the brand personality, brand recognition of brand loyalty. Based on previous studies, this paper presents a model for new scenarios and empirical research in Tencent Wechat. Research shows that brand personality of the brand identity has a significant positive impact; loyal brand recognition have a significant positive impact on the brand; brand personality of benevolence, happiness, wisdom three dimensions have a significant positive impact on brand loyalty; brand Brand identity is the personality of the brand loyalty of mediating variables, the brand personality more influence brand loyalty through brand identity; the role and status of the brand personality dimensions are not equal. This study has practical value sense, business managers can use the results of this paper to strengthen the Wechat public platform between consumers and their relationship in order to achieve marketing objectives, which provides practical guidance for enterprises to cultivate brand loyalty.