Research On The Influence Of Shared Value Proposition On Consumer Brand Love

Under the background of increasingly diversified consumer demands and increasingly homogenized products,enterprises want to better spread their brand and value,attract more consumers,and cultivating consumers’ emotional differences is a crucial factor for enterprises to better spread.Thus,brand love comes into being.The shared value proposition can help consumers realize the association with the brand and enhance their cognition of the value of the brand.Then what kind of influence does the shared value proposition formed by consumers based on the brand have on the brand love? What is the influence path in between? There has not been an in-depth discussion by scholars.In view of this,based on social identity theory and service ecosystem theory,this paper explores the underlying mechanism through which shared value proposition affects consumer brand love,and studies the basic role of shared value proposition driving consumer brand love.At the same time,brand fit is introduced as the mediating variable,and the moderating effect of proactive personality on the relationship between shared value proposition and consumer brand love is further discussed.After analyzing the relevant theories and research results,the research hypothesis was proposed,the theoretical model was built,the data was collected by questionnaire survey,and the reliability and validity of the questionnaire were tested by SPSS and AMOS.The main effect,mediating effect and moderating effect were tested by structural equation model,Bootstrap method and hierarchical regression analysis.Through the empirical study,the following conclusions are drawn: shared value proposition positively affects brand beloved;brand fit plays an intermediary role in the influence of shared value proposition on brand beloved;proactive personality plays a positive moderating role between shared value proposition and brand beloved.Based on the above conclusions,the corresponding management enlightenment is put forward: in the marketing process,enterprises should leverage the shared value proposition to increase consumer motivation,and pay attention to the formation of effective interaction with consumers,so as to fully explore and give play to the proactive personality traits of consumers.The research conclusions of this paper enrich the application of social identity theory and service ecology theory in brand marketing,broaden the scope of research on the antecedent variables of brand beloved,and introduce personality traits into marketing context,so as to provide reference for enterprises to insight into the psychological mechanism behind consumers’ brand beloved so as to grasp the psychological dynamics of consumers.