Study On The Formation Mechanism Of Self Identity To Brand Loyalty

In recent years,due to the impact of the global financial crisis and the European debt crisis and the transformation of China's economy under the new normal,the business development of China's enterprises also ushered in a more difficult challenge,the market competition is unprecedented fierce.Enterprises to the upheaval in the internal and external environment and seek survival and development,we must firmly seize the consumer's heart,to achieve customer loyalty for the purpose,to get the consumer more share of wallet and realize the maximum profit for the enterprise.At the same time,due to the greatly enriched of products and services,the appearance and function of homogenization is becoming more and more obvious,which brings great difficulties to the shaping of enterprise brand and the choice of consumers.Therefore,the enterprise must find a new path,to transfer the focus of products or services which meets the functional demands of consumers on the product to the psychological needs of consumers to meet the needs of consumers more personalized,and to achieve more personalized product brands.Occupy a unique position in the mind of the consumer,so as to achieve the emotional attachment and repeat purchase,to achieve sustained business profits.In the study of the relationship between the consumer and the brand,scholars have found that consumers choose brands or consumer products for self identification and self expression,which leads to the formation of brand loyalty.This offers a new idea to research the brand loyalty.At the same time,it provides enterprises a new direction of thinking to carry out marketing activities to meet the needs of the consumer self identity for the new normal enterprises,thus achieving brand loyalty.In order to explore from the self identification of consumers to the brand loyalty formation mechanism,to collate the results of previous studies based found the relationship between self identification and self-brand connection,self-brand connection and perceived risk,perceived value,perceived risk and perceived value,perceived value and brand loyalty,try to build a theoretical model from self identity to brand loyalty's formation mechanism,describe the variables and puts forward the hypothesis.In order to prove the theoretical model and research hypothesis,select the mobile phone industry as the research object,design the questionnaire and collect the data.Descriptive statistical analysis,reliability and validity analysis,correlation analysis and regression analysis were carried out on the survey data with SPSS16.0 statistical software and draw the conclusion: individual identity and group identity of self identity are significantly positive effects on self-brand connection,self-brand connection has a significant positive effect on perceived value,and has significant negative effect on the perceived risk,perceived risk has a significant negative influence on perceived value and perceived value has a significant positive effect on brand loyalty.To put forward the following recommendations for enterprises:To pay attention to the consumer's self-identity needs for the realization of brand loyalty,to determine the target customer and brand positioning according to the consumer's demand for individual self-identity and social identity;To pay attention to the influence of consumers' personal risk perception and emotional value perception of the product or brand on the formation of brand loyalty;Employees pay more attention to the understanding and promotion of the product or brand value;Attach importance to the role of self brand connection in the consumer's self identity psychological need to brand loyalty.This paper first attempts to study brand loyalty from the perspective of consumer's self identity,and based on the previous research on perceived risk,perceived value and brand loyalty in the past,self identity,self-brand connection,perceived risk,perceived value and brand loyalty are included in the same model for the first time to discuss the relationship between them,and use empirical data to demonstrate.The consumer perceived risk and perceived value were divided into the personal perceived risk,non personal perceived risk,perceived emotional value and perceived function value,further research the relationship between personal risk and emotional value,individual risk and functional value.But also has some shortcomings because of the limited empirical research object,scope and research ability.In the future research,to increase the types of research objects,expand the scope of research,and increase the coexistence of other research methods as well as the further analysis of structural equation model to make the research more in-depth and perfect.