The Impact Of Product Customization On Consumer Brand Identity

In recent years,in order to meet consumer demand for personalized products,many brands have launched product customization marketing activities.Such mass customization marketing activities of brands pay more attention to consumers’ personality expression and shopping experience,and attract the attention of young consumer groups due to the application of emerging technologies in product customization.Under the market environment of product homogeneity and limited distribution of consumers’ attention,such marketing activities have a positive role in optimizing consumers’ brand awareness and improving brand competitiveness.At present,in product customization marketing activities,brands can evaluate the economic benefits that customization marketing brings to the brand through visual sales performance and platform traffic data.However,it is unknown to enterprises whether it has brought significant and long-term brand benefits,and which customization factors have had an impact on it.Therefore,in-depth research on the changes in consumer brand identity under customized marketing is beneficial for enterprises to comprehensively understand the impact of product customization activities on the brand,and at the same time,it can also explore which factors affect the effectiveness of brand customization marketing activities,which is of great significance for enhancing the brand image in the minds of consumers.The study is based on reviewing previous studies and the theory of possession psychology and endowment effect,combined with situational experimental research methods,from the perspective of consumer psychology,and combined with previous studies,constructs a research model of product customization and brand identity in the context of customized consumption,and puts forward research hypotheses.Through the sample data collected from the questionnaire star platform,SPSS 26.0and PROCESS 4.1 data analysis software are used to test the hypothesis,and the main conclusions are as follows: In the context of product customization marketing activities carried out by brands:(1)The degree of product customization positively affects consumer brand identity;(2)The degree of product customization positively affects consumers’ psychological ownership;(3)Consumer psychological ownership positively affects brand identity;(4)Psychological ownership plays an intermediary role between customization degree and consumer brand identity;(5)Brand type plays a moderating role in the degree of customization and psychological ownership,that is,compared with participating in the product customization activities of luxury brands,consumers feel higher psychological ownership when participating in the product customization activities of mass brands.Finally,according to the research results,this paper puts forward corresponding marketing suggestions to marketing practitioners in relevant fields at the end of the paper,in order to improve the benefits of such marketing activities to the brand,enhance consumer brand identity,and help enterprises form a good brand image.