Research On Influence Of The Congruence Of Self-concept And Brand Personality On Consumers' Citizenship Behavior

In the face of fierce market competition,how to establish close relationship with consumers,and then strive for consumers to actively promote and recommend the brand,to actively participate in feedback,to provide constructive advice and other consumer citizen behavior has become an important issue for enterprises to study.When choosing a brand,consumers will not only consider the functional value of the brand,but also be influenced by the symbolic value of the brand.Consumers will compare the brand personality with the self-concept.When the consistency between self-concept and brand personality is high,they will create stronger emotional connection with the brand,form a psychological connection with the brand and lead to brand loyalty and trust.Usually it's Word of mouth recommendation,such as recommending other people or other consumer citizenship behaviors.At present,research on influence of the congruence of self-concept and brand personality on consumers' citizenship behavior is very limited.Therefore,this paper systematically reviews relevant literatures and explores the influence of the congruence of self-concept and brand personality on consumers' citizenship behavior on the basis of previous research results.For functional brands,consumers will pay more attention to their functions and price,so they will be more inclined to choose a brand that is more consistent with the real self-concept,while the symbolic brand will be more related to the symbolic meaning such as the status,identity and dignity of consumers,so consumers prefer to choose a brand or product which is consistent with the social self-concept.Whether functional and symbolic brands also play a moderating role in consumer citizenship behavior is the content to be tested in this article.Finally,this article constructs the congruence of self-concept and brand personality as the independent variable,consumer citizenship behavior as a regulatory variable,brand type for the classification as the adjustment variable.And collected 278 valid data for analysis,draw the following conclusions:1?Whether it is a functional brand or a symbolic brand,the degree of consistency between the real/social self-concept and the brand personality has positive effects on the consumer's citizenship behavior and its three dimensions.2?In functional brand,the influence of consistency on real self-concept and brand personality on consumer citizenship behavior and its three dimensions is higher than that of social self-concept;in symbolic brands,the result is the opposite.This study deepens the research of the consistency of self-concept and brand individuality,and broadens the research of the influencing factors of consumer citizen behavior.It provides an idea for the enterprise to strive for the spontaneous citizen behavior of consumers and deliver theoretical significance to market positioning and brand Personality creating of different kinds of brands according to the consumers ' real/social self-concept.