Expressing The Warm Feeling Or Building Up Ability?Impact Mechanism Of Brand Personification On Brand Attitude

Recently,accompanied by the rapid development of science and technology,we can see a large number of branded personification ads on television.Most of these advertisements adopt anthropomorphic characters to successfully attract consumers,but people rarely pay attention.If the branding anthropomorphic design used in the advertisement is not appropriate,will it lead to people's resentment and bring a negative brand attitude? When corporate marketers implement disparate brand anthropomorphic methods for different product types,will the user's perception of brand attitudes be different?Through the comparison of different types of products,it is analyzed which brand of personification has an advantage in advertising..However,there are few researchers who study the division of brand anthropomorphism and explore the internal mechanisms that allow users to perceive different brand attitudes.In addition,the social stereotype content model(stereotype content model)thinks that people's judgments from two aspects: ability(ability to implement intentions)and warmth(intention).Therefore,this paper draws on the classification of the stereotyped content model in the field of social psychology.The personification of the brand has also divided the two dimensions of warmth and competence,trying to study the attitude of different product types in brand anthropomorphism.In the process of impact,.Through a large number of literature review,making relevant assumptions,designing experimental materials,and using spss22.0 to conduct data research and analysis,then the hypothesis and verification of the regulation and mediation mechanism of this paper are performed.The experimental results show that for a functional product,compared to the warm-hearted brand anthropomorphization,the ability-based brand anthropomorphism will bring a more active brand attitude.However,the change in brand attitudes perceived by consumers for these two different types of brand anthropomorphism is due to the fact that brand trust plays an intermediary role.which not only provides a new direction for companies to develop branded anthropomorphic marketing strategies in the future.It provides guidance for future research by scholars.