The Research On Mechanism Of The Effect Of Business Leaders' Human Brand Identification On Consumers' Purchase Intention

With the change of the competitive environment,more and more business leaders appear in front of the public and become celebrities in the eyes of the people.Business leaders are not only responsible for the enterprise management and decision-making,but also need to participate in some non-market activities.Existing research shows that business leaders' behaviors will affect the consumers' behaviors.However,there is no research to explain the mechanism of the effect of business leaders' behaviors on consumers' behaviors.Thomson proposed that the celebrity can be regarded as a kind of brand,thus widening the traditional definition of brand.Therefore,in this thesis we regard business leaders as a kind of human brand and we try to find the mechanism of the effect of business leaders' behaviors on consumers' behaviors from the perspective of identification.Based on 708 questionnaires survey data,we use the human brand identification scale of Bergami and Bagozzi,the product brand identification scale of Rio,human brand attachment scale of Mael and Ashforth and consumers' purchase intention scale of Fishbein to analysis the effect of human brand identification on consumers' purchase intention by using SPSS.It is suggested that business leaders' human brand identification has a direct influence on consumers' purchase intention.We found that human brand identification has a direct effect on consumers' purchase intention.Besides,human brand also has an influence on consumers' purchase intention through its impact on human brand attachment and product brand identification.According to the results of this research,we put forward several advices: 1)Companies can build business leader brand to promote the consumers' purchase behaviors.2)Business leaders should pay attention to their public image.3)Companies should take into account both business leader human brand and product brand.4)Companies should have a good knowledge of their consumers when they try to build business leader brand.5)Emotional factors should be taken into consideration when marketing human brand.