Research on the Formation Mechanism of Consumers’ Identification with Multi-Dimensional Marketing Entities：An Exploratory Case Study of Hisense Home Appliances
Abstract：Based on the social identity theory, this paper takes Hisense Home Appliances as the research object, and employs a case study method to explore the formation mechanism of consumers’identification with multi-dimensional marketing entities. The results show that:①in the identity-motivated marketing relationships, consumers based on identity-related identification motivation can effectively promote the identity construction of marketing entities and trigger the generation of identity. ②In addition to insight, imitation and exploration found in the traditional marketing environment, reaction, interaction and comparison are also important identification approaches when digital platforms provide convenience for marketing. ③There are differences in the identification results formed by consumers through different identification paths, namely, consumer’s identification with individual and group marketing entities is primarily based on emotional identification, with brand marketing entities is primarily based on evaluation identification, with enterprise marketing entities is primarily based on cognitive identification.
雷婧，李纯青，王正斌. 消费者对多维营销实体认同的形成机制——基于海信家电的探索性案例分析[J]. 管理学报, 2025, 22(2): 212-.
LEI Jing，LI Chunqing，WANG Zhengbin. Research on the Formation Mechanism of Consumers’ Identification with Multi-Dimensional Marketing Entities：An Exploratory Case Study of Hisense Home Appliances. Chinese Journal of Management, 2025, 22(2): 212-.
