Research In The Influence Of Brand Personality On Brand Relationship Quality

With economic development, product homogeneity is serious as well as the price war is fierce, the enterprise is difficult to win the favor of consumers through the traditional way, maintain the good relationship with consumer. On the other hand, consumers’ lifestyle and consumption patterns are changing, more inclined to self-development. They hope the product and brand can help to show his or her personality under the increasingly pursuit of fashion, attention to the image. A distinct personality of the brand can affect the consumer’s perception of the brand and communication, thereby affecting the quality of the relationship between consumer and brand. Therefore, the brand personality has become an effective means of differentiating the product or brand, and is also the important means of the relationship marketing. At the same time, because of the important role of consumer values in the consumer’s purchasing behavior, the author believes that consumer values may play a role in the brand relationship, and hopes that through this study the role can be explored and verified.First of all, this article through the literature review to understand the definitions of three variables(brand personality, brand relationship quality, consumer values). At the same time, based on the existing research situation to know the relationship between the variables, and select the operational indicators of variables, to build the model and further measurement. Therefore, the 1-3 chapters of this paper mainly introduces why and how the author take this research.The fourth chapter is the research design of this papers. On the basis of literature review, build the research model, and according to the review results and the actual situation, assume the relationship of variables; on the other hand, according to the operational indicators to design of the questionnaire and set the criterion of interview.The fifth chapter is the empirical part of this paper, including data descriptive statistics, reliability analysis, factor analysis, correlation analysis, regression analysis and verify of the intermediary role of consumer values. According to the data analysis, check whether the hypothesis is established.The sixth chapter is the part of conclusion and suggestion. According to the results of data analysis to conclude the influence of brand personality on brand relationship quality from the "is what" level in the fifth chapter, and list the possible causes, considering the influence of consumer value are given. According to the conclusion, provide a number of operation recommendations of the brand personality from the practical point of view,.The research results show that different brand personality can influence the brand relationship quality(satisfaction, trust and commitment) differently. Under the influence of different type of consumer values, the influence of the same brand personality on brand relationship quality will not only produce a degree of change, but also produce a change of direction. Brand should pay more attention to the shaping and spreading of the brand personality, and understand the value of the target consumers. Make different marketing strategy according to the different consumer value cluster to promote the quality of brand relationship.