The Influence Of Mobile Phone Brand Personality On Consumer-brand Relationship

With the increase of competition in mobile phone market and the improvement of consumers ' struggle cost,establishing and maintaining good relationship with consumers has become an important strategy to win the market of mobile phone enterprises.However,with the increasing severity of the problem of cell phone homogeneity,the competitive mode relying on the advantage of price gain has become a disadvantage,instead of the brand competition model to strengthen the consumer-brand relationship better choice.At the same time,consumer life and consumption patterns to show the direction of personal personality change,mobile phone brand personality has gradually aroused the attention of consumers,and become a link between mobile phone companies and consumers and bridges.But the brand individuality only by the consumer understands and accepts,can promote the consumer-brand relations to be better to form.Consumers of different personalities,even for the same brand,will produce differences in the understanding of brand personality,even the consumer-brand relationship to give a different evaluation.Therefore,enterprises in the pursuit of unique brand personality,and then establish a solid consumer-brand relationship with consumers,but also should fully consider the impact of consumer personality in its process.On the basis of collecting,summarizing and collating the literature,this study defines the connotation of brand personality,consumer-brand relationship and consumer individuality.Then,the concept model was set up,and the relationship between brand personality(reliable type,innovative type),consumer-brand relationship(brand satisfaction,brand trust,brand commitment)and consumer personality(extroversion,amenity,experience,rigorous type,emotion type)wascombed,and the research hypothesis was put forward.Using questionnaire to obtain data,and combining Amos21.0 and SPSS20.0 to test the reliability and validity of the scale,the research hypotheses were validated by correlation analysis and regression.Conclusion: 1,the reliable brand personality has always been to affect the consumer-brand relationship,and innovative brand personality impact on the consumer-brand relationship due to different consumer personality differences.2.The moderating role of pleasant,experiential and rigorous consumer personality in the influence of brand personality on brand satisfaction and the moderating effect of experiential and emotional consumer personality in brand personality on brand Trust not due to differences in brand personality and the different direction of adjustmentThe influence of personality of export-oriented consumers on brand trust and brand commitment,only in the reliable brand for the negative adjustment,in the innovative brand for the positive adjustment,empirical and emotional consumer personality to regulate the impact of reliable brand personality on brand commitment,in the innovative brand personality,its moderating role is not significant.Based on the above conclusions,this paper puts forward some suggestions on the management practice of mobile phone companies,and points out some directions for the establishment of the scale,the choice of methods and the selection of the objects.