Study of social identification theory and its application in marketing research

The background of social identification theory was teased apart, and the motivation, the development process and the impact results of social identification was analyzed. The development of identification theory in the field of marketing, such as the concept, elements and transmission routes of company identification, etc was further studied. The empirical research results show that consumer's perception of company characters, company external image and cross-border agent compose the antecedent variables, while positive purchase and brand evaluation are the results of company identification.