Study On Impact Of Brand Culture Consistency On Customers’ Brand Collocation Preference

With social development and technological progress, people’s living standards has been continually improved and consumers’ demand of products has become more personalized and diversified products. Market competition has also upgraded from the original material level to the spiritual cultural level. The brand culture, as the core values of the brand, the source of brand value, gets more and more attention of scholars and brand owners.Based on the concept of consumer attitude, this paper puts forward the concept of brand collocation’s psychological attitude towards the brand collocation. The empirical research object is the clothing brand. Based on the results of previous studies, this paper explores the impact of brand culture on consumer attitudes. The main purpose of this paper is to explore the inner link between different consumer choices of brand collocation combinations, which are based on symbolic value consumption, the essence of consumer brand consumption.In the first three chapters, this thesis mainly studies the influence of brand culture on brand choice, based on the research of the relevant theory of domestic and foreign scholars’ studies. By drawing on the operational definition of consumer attitudes, cognition, emotion, and action intention, the consumer brand preference of collocation brand is constructed, which is the consumer’s cognition, emotion and behavior intention on the brand collocation. Based on the previous studies, the research model and hypothesis are proposed. The fourth chapter is the empirical analysis. First, the reliability and internal consistency of the sample data is ensured by the reliability and validity test. Secondly, the research hypothesis is verified by independent sample matching. In addition, based on the principal component analysis and clustering analysis, consumer value as the dimension of the division, the consumer is divided into different groups to get the further verification of the research hypothesis. The fifth chapter of this paper is the research conclusion and marketing inspiration. The conclusion part tries to combine the characteristics of clothing brand consumption to explore the possible causes of the results. The marketing inspiration part tries to put forward marketing inspiration and management suggestions based on main research conclusion of this paper to help brand owners expand consumer groups and improve the efficiency of brand promotion.Through the theoretical research and empirical analysis, the main conclusions are drawn as follows:(1) For different brands collocation of expansive brands and cheap brands, compared to the brand collocation with inconsistent brand culture, the brand collocation with consistent brand culture gains high preference of consumers;(2) Compared to the influence of Western brand culture, the East brand culture influence on consumers’ preference of brand collocation is more prominent;(3) Different types of consumers in the face of different expansive and cheap brand collocation, brand culture on the impact of consumer brand collocation preferences exist significant differences;Based on this, combined with the characteristics of clothing brand consumption, the following marketing suggestions are put forward:(1) Use brand culture as a consumer segmentation dimension, precision marketing;(2) Use cultural infiltration and situation activation to strengthen the emotional resonance with consumers;(3) Look for a brand partner to form a brand culture strategic alliance;(4) Advocate the value of family and career to expand the group with mainstream value.