Research On The Influence Of Brand Polarization And Enterprise’s Management Strategy On Brand Attitude Change

With the rise of social media,the phenomenon of brand polarization is more easily exposed to consumers.Under this background,studying the influence of brand polarization on the consumer brand attitude change is of great significance to the brand management of enterprises.On the basis of previous studies,this study takes Hoffland’s attitude change-persuasion theory as the framework guidance,constructs the theoretical model of the influence of brand polarization on brand attitude change,then collects the data by means of questionnaire survey and experiment method,and validates the relevant hypothesis by using the method of pairing sample T test and double factor variance analysis.Finally,according to the research conclusion,the marketing suggestion is given.The main conclusions are as follows:First,when the initial brand attitude of consumers is different,brand functional polarization and brand affective polarization have different effects on the change of their brand attitude.Brand polarization have caused negative attitude changes for consumers who are both liked and neutral in their initial attitude towards the brand,and the brand polarization has no effect on the brand’s initial attitude towards consumers who hate it.Second,compared to the initial brand attitude for consumers who love or hate,for those consumer whose initial brand attitude is neutral,the brand’s functional polarization and affective polarization will lead to greater changes in brand attitude.Third,for those consumers whose initial attitude is liked or neutral,brand functional polarization can lead to greater changes in brand attitudes than affective polarization.Forth,for those consumers whose initial attitude is liked or neutral,compared to ignoring the emergence of brand polarization,enterprise’s management strategy will lead to changes in consumer attitudes.Fifth,in the face of different brand polarization,if enterprises adopt different management strategy,consumer brand attitude changes will be also different.For consumers whose initial attitude is liked or neutral,in the face of brand functional polarization,eliminating the polarization is more able to cause positive attitude change;in the face of brand affective polarization,amplifying the polarization is more able to cause positive attitude change.From this,we think that enterprises need to strengthen brand management.At the beginning of building a brand,striving to make a good impression on consumers is of vital importance.When running into the brand polarization,enterprises should adopt management strategies instead of ignoring it.For those consumers whose brand attitude is liked,maintaining good relations with consumers is necessary;for those consumers whose brand attitude is neutral,enterprises can promote a positive attitude change in this part of the consumer through more distinctive emotional appeal.