Research on Brand Promotion from the Perspective of Consumer Identity

Abstract

Nowadays, consumer brand identity influences brand esteem.This report focuses on the lazy economy and "home" economy background, to explore the different ages of consumers on the fast food brand experience and praise.Taking the fast food brand of CP Group as an example, a research model was built with sensory experience, emotional experience and behavioral experience as independent variables, brand identity as intermediary variables and brand esteem as dependent variables.Explore the young generation's preference for instant food products and the changing trends of the instant food market in the lazy economy and pandemic-driven environment.Based on rigorous theoretical analysis and normative empirical investigation, this paper mainly adopts questionnaire survey, literature analysis, social network analysis, big data and other methods. With the help of SPSS and AMOS quantitative analysis tools, this paper carries out empirical test and puts forward corresponding suggestions.