Research On The Impact Of Internet Celebrity Enterprise Brand Onurban Brand From The Perspective Of Relationship Quality

Under the intertwinedness of new technologies and urbanization,a new development trend has emerged in urban brand building.As the competition between cities becomes more and more fierce,achieving high-quality urban development has become an urgent need for major cities.Especially the competition between secondand third-tier cities is particularly obvious.In recent years,Xi’an,Chongqing,Chengdu,Changsha quickly became popular with the help of Internet marketing,and the road of "Internet celebrity" has become an upsurge in urban brand communication.More and more cities have begun to excavate all kinds of resources in the city,trying to create various "Internet celebrity" scenes to attract gatherings,collect traffic and leverage the development of the city.From the perspective of the comprehensive value of the city,enterprises are an important resource for urban agglomeration,and a core driving force of development,which determines the comprehensive strength of the city to a certain extent.This article mainly from the perspective of relationship quality to explore the impact and value of Internet celebrity enterprise brands on the city,and from this perspective to illustrates the essence of urban brand building.On the one hand,enriching the research perspective in the field of urban brands.On the other hand,it is also provides practical enlightenment for urban development in the Internet era.This article takes Changsha,an Internet celebrity city that has performed well in recent years,as an example,and takes Sexytea,an well-known Internet celebrity tea drinks in the city,as a research object for the empirical study.First of all,through knowledge mapping measurement,it is found that the brands of urban Internet celebrity enterprises will cause people to connect with the brands in the cities;think about it,based on literature analysis,it is constructed from the perspective of relationship that theoretical model composed of four variables: quality embedding;urban brand association;urban brand relationship quality and enterprise brand relationship quality.In the verification research stage,this study follows the standardized scale development program has developed the quality scale of urban brand relationship,it composed of three dimensions: Value Identification;Real and Assumed Emotions and Mutual Proctectiveness.Then,through the analysis of structural equation model and the intermediate effect test,the following conclusions are obtained:(1)The relationship embedding between customers and Internet celebrity enterprises in the city has a significant direct positive impact on the relationship quality of urban brand;(2)Urban brand association have an intermediary effect in the impact path of the relationship quality of urban Internet celebrity enterprises brand on the relationship quality of urban brand;(3)In the path of the impact of the relationship embedding between customers and urban Internet celebrity enterprises on the relationship quality of urban brand,relationship quality of enterprise brand-urban brand association has a chain intermediary effect.The research conclusions of this article enlighten us: In practice,it’s necessary to strengthen customers’ memories and associations of the city,which is a strong link between the city to establish a good and continuous relationship and interaction with customers,and enterprises brands in the city can provide customer experiences,thus forming urban memory and triggering urban brand association.Moreover,excavating the "Internet celebrity" attributes of enterprise brands in cities can further strengthen this association,but the premise is that enterprise brands must establish high-quality brand relationships with customers,so that customers’ emotions can be transferred from enterprises to cities,and finally establish high-quality relationships with cities,so as to promote the high-quality development of cities.This is also shows that the essence of urban brand building is the process of establishing relationships with people,and maintaining high-quality city-customer relations interaction is the final foothold of urban brands.