A Study Of The Effect Of Identity Fusion And Cultural Identity On Consumer-Brand Relationship

As the brand transgressions with the number increasing, brand transgressions occurred have directly damage to the relationship between consumer and brand, resulting in a huge loss of existing consumer businesses, or even related to the company's future survival. Some domestic and foreign scholars have done research on the field of the way to influence consumers' perceive and the method of weakening the negative aspects. Although scholars have achieved fruitful results, fewer scholar analysis cultural identity and identity fusion can affect the psychological reaction and behavioral intention after brand transgressions on the perspective of identity and culture.On the basis of the existing domestic and foreign research, the paper constructed the research framework of the effect of cultural identity and identity fusion on consumer psychology and behavior in different types of brand transgressions, using the mobile phone brands as an example, by using the questionnaire survey sample of students in Tianjin, and the paper verified cultural identity, identity fusion, brand immunity, repurchase intentions and negative word of mouth in different types of brand transgressions, in order to more in-depth analysis. In order to achieve the research goal valid questionnaires were collected for analysis, the main conclusions are as follows.Firstly, whether it is in the brand transgressions of damaging the consumers' direct interests or indirectly interests, identity fusion is proved that it existed a significant impact on brand immunity, but cultural identity have no impact on the brand immunity. And it found that the different function of identity fusion and brand immunity in different types of brand transgressions, and confirmed that when faced with the brand transgressions of damaging the consumers' direct interests, compared to brand transgressions damaged the interests of consumers indirectly, the relationship of identity fusion and brand immunity was more positively-correlated.Secondly, whether it is in the brand transgressions of damaging the consumers' direct interests or indirectly interests, cultural identity and identity fusion have a significant impact on repeat purchase intentions. Compared to the cultural identity, identity fusion have more significant influence on repeat purchase intentions.Thirdly, whether it is in the brand transgressions of damaging the consumers' direct interests or indirectly interests, cultural identity and identity fusion have a significant impact on negative word-of-mouth. Compared to the cultural identity, identity fusion have more significant influence on negative word-of-mouth.Finally, the paper concluded that identity fusion can more accurately predict the psychological reaction and behavioral intentions of consumers. Based on the conclusions and the actual situation of Chinese enterprises, the paper raised a number methods and recommendations of corporate brand management in order to enhance the future development of the corporate brand.