FROM PERSONIFICATION TO PURCHASE: THE CRITICAL BRIDGE OF EMOTIONAL BONDING IN CONSUMER DECISION MAKING
DOI:
https://doi.org/10.18623/rvd.v22.n5.3108Keywords:
Brand Personification, Consumer Behaviour, Emotional Connection, Brand Attitude, Purchase IntentionAbstract
With the development of technology and social progress, consumers are increasingly tired of repeated advertising routines, and it is difficult for traditional marketing and promotion methods to attract their attention. In order to improve competitiveness, companies have begun to try more creative and touching marketing methods. In recent years, brand personification has become an important strategy. By giving brands distinctive personality characteristics, brand personification can stimulate consumers 'emotions, thereby affecting their overall view of the brand and willingness to purchase. This study systematically analyzed how brand personality affects brand attitude and purchase intention, using brand personality as an independent variable and emotional attitude as an intermediate variable. Research has found that the more distinctive a brand personality, the more it strengthens the emotional connection between consumers and the brand, significantly enhances positive brand attitudes, and ultimately increases purchase willingness. Research also found that emotional attitudes are a key bridge between brand personification and purchasing choices-consumers 'emotional closeness and love for the brand drives their purchasing decisions. This research broadens our theoretical understanding of brand management and consumer behavior, and also provides ideas and practical suggestions for companies to help them create more emotionally resonant and interactive brand marketing activities in highly competitive markets.
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