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| Research on the Formation Mechanism of Consumers’ Identification with Multi-Dimensional Marketing Entities：An Exploratory Case Study of Hisense Home Appliances |
| LEI Jing，LI Chunqing，WANG Zhengbin |
| Northwest University, Xi’an, China |
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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.
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Received: 20 October 2023
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