The brand image purchases the influence of the behavior to the consumer

Lin Jiaqi

Jia-Qi Lin

Four Views, Department of Tourism Management, National Kaohsiung University of Technology

1094136121

Chinese Abstract

Brands are not just The logo that identifies a company is the first-line experience medium (Schmitt, 1999). How consumers develop perceptions, interests, and even purchasing behaviors in products all come from consumers’ concepts and perceptions of the brand. These perceptions Knowledge often comes from the marketing activities that companies do for their brands. The marketing activities they invest are like communication channels between companies and consumers. These images may come from advertising, radio, and newspapers.

The image of a brand also indirectly affects consumers' loyalty to the brand, which in turn affects the profits of the company. Nowadays, the brand has been promoted to a strategic marketing tool for the company. It is worthwhile to differentiate and market the brand. Enterprises should do more research and discussion.

Keywords: brand, loyalty, experiential marketing, advertising

E-mail: hye-sunglove@yahoo.com.tw

1. Introduction

1.1 Research background

With the growth of income, consumers’ concepts and habits of consumption have also been affected. They no longer only focus on the product itself, but begin to pay attention to the brand of the product itself. The image should not only focus on the substance of the product, but also meet the level of consumers' expectations for the brand. In other words, the company should not only focus on intangible services, but also strive to build the image of the corporate brand. Under the influence of globalization and specialization of labor, product marketing activities and production countries began to change. Foreign products were introduced into the country, changing consumers' perception of previous products, and consumer behavior changed.

This study will explore how consumers’ first impression of a brand comes about, and whether it has any influence on consumers’ purchasing behavior?

1.2 Research motivation

Due to the rise of consumer awareness, product choices are becoming more and more diverse, and manufacturers’ marketing techniques are becoming more and more varied, so we want to explore consumption How do you choose a product?

2. Literature review

This study mainly starts from the definition of brand and then extends to how the brand image is generated. Therefore, the discussion of the literature mainly focuses on the viewpoints and influencing factors of the brand. , as the main axis of discussion, the discussion is as follows:

2.1 Definition of brand

According to the definition of brand by the American Marketing Association (American Marketing Association): "A name, mark, symbol, Design, or a combination of the above, attempts to differentiate products or services between manufacturers and differentiate them from competitors' products. It can be seen that the existence of a brand is to differentiate from competitors' products and increase long-term growth. competitive advantage.

A brand is, at best, just a series of symbols and icons. However, companies hope that through the establishment of a brand, they will not only continue to purchase products, but also differentiate themselves from competitors. When building a brand, , the physical symbol must have a unique color, appearance, shape and packaging, and it must have a special meaning in the minds of consumers.

Kotler (1994) proposed that a brand can convey six meanings to consumers:

(1) Attribute: the first impression of certain attributes of the brand on consumers .

(2) Benefit: Consumers are the main priority. What you buy is benefits. A brand has many attributes, and the attributes must be converted into functional benefits or emotional benefits.

(3) Value: Brands can convey the value of producers and help consumers find real value.

(4) Culture: It represents the culture of the manufacturer or the country of origin.

(5) Personality: A brand can reflect certain personalities and can also be expressed by famous people.

(6) User: The type of customer who buys or uses the brand can be seen from the brand.

In recent years, brands are no longer for the purpose of differentiating products, but have gradually evolved into brand association to enhance the value of the brand in the minds of consumers. Until the emergence of brand managers, leading marketing techniques to create brands For the greatest benefit, many companies have regarded brands as strategic assets. Once a brand is established, profits will follow, so the rights and value of the brand become increasingly important.

2.2 Brand equity

Aaker (1991) believes that brand loyalty, brand awareness, perceived quality, quality associations, and other exclusive brand assets are the main sources of brand equity. These five items are explained as follows:

2.2.1 Brand loyalty (brand royalty)

Consumer brand loyalty can reduce the company’s own marketing costs, and can also enable the company to establish relationships with The channels are more stable and increase their competitiveness. Brand loyalty is usually measured by the number of repeat purchases. However, consumers may also make repeat purchases because they do not have a strong preference for the brand. In addition, consumers also attach great importance to the value of corporate brands, and actual loyalty will vary depending on corporate promotional activities or individual product categories.

2.2.2 Brand awareness

Brand awareness refers to consumers’ recall and understanding of the brand. Brand awareness helps consumers quickly When consumers have a high degree of awareness and familiarity with the brand, and have a strong and unique brand awareness in their memory, customer-based brand equity will be formed, thereby increasing purchase opportunities. Increase.

2.2.3 Perceived quality

Perceived quality is consumers’ level of awareness of the overall quality of a product, which will directly affect purchasing decisions and brand loyalty.

2.2.4 Brand association (brand association)

Brand association can help consumers process information about the brand and give direction to the brand positioning. Anything that has an impression of a brand in a consumer's memory is a brand association, including product characteristics, customer benefits, uses, product appearance, lifestyle, competitors and countries, all of which are part of the brand association. In order to confirm whether brand association is connected with the brand, it is necessary to consider how other marketing programs will affect consumers' brand experience. When consumers think more deeply about product information and connect it with existing brand cognition, the resulting The brand association becomes stronger.

2.2.5 Other exclusive brand assets (Market behavior)

Other exclusive brand assets such as patent rights, trademarks, copyrights, channel relationships, etc., can reduce the impact of competitors on the enterprise The invasion opportunities of the consumer base and brand loyalty it possesses are the competitive advantages over other brands.

3. Research Hypothesis

H1: Consumers’ socioeconomic background will affect their perception of the brand

H2: Pre-purchase awareness of the brand will Influence consumers' purchasing behavior

IV. Research structure

V. Research methods

5.1 Research objects

Take 30 years old as the limit , divided into groups over 30 years old with stable income and those under 30 years old, as the research objects.

5.2 Sampling method

In department stores, staff were assigned to distribute questionnaires, and random convenience sampling was adopted. Only those who met one of the conditions were selected for the survey part of the questionnaire. It is expected that 200 questionnaires will be distributed.

5.3 Questionnaire design

5.3.1 Personal socioeconomic background

Variable name Numerical type Answer item content

Gender Nominal Scale □ Male □ Female

Age Ordinal Scale □ Under 20 years old □ 21-30 years old □ 31-40 years old

□ 41-50 years old □ 51-60 years old □ Over 61 years old

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Education level Ordinal Scale □ Elementary school and below □ Junior high school □ High school vocational school

□ College □ University □ Graduate school and above

Occupation Ordinal Scale □ 20,000 Below □20,001-30,000

□30,001-40,000 □40,001-50,000

□50,001-60,000 □60, 000 and above

Income Nominal Scale □Military □Public □Education □Industrial □Business

□Agriculture and Forestry □Fishing and Animal Husbandry □Student □Housekeeper □Other___

5.3.2 Brand awareness

Variable classification options forward source literature

Brand image Brand image mostly comes from TV media forward Tang Zixiang (1997)

I believe that brands also exist on new network channels. Shun Xiang Ji Huiqi (2004)

If there is a brand-specific logo, it will be easier to identify and remember Shun Xiang Huang Xiyuan (2005)

For The more well-known brands hold higher expectations. Shun Zhang Wei Fian (2003)

Considers that the level of foreign brands is higher than that of domestic brands. Reverse Xie Yaling (2004)

Product structure Celebrity endorsements will enhance the persuasiveness of the product. Shun Xiang’s self-inductive design

The design of the product will affect the perception of the brand. Shun Xiang Zhang Weifiber (2003)

5.3.3 Purchase Behavior

Variable classification options reverse source literature

Consumer behavior will select the more well-known brands reverse Ji Huiqi (2004)

Anniversary and other promotions Activities will enhance purchase intention. Shun Xiang Bank of China (2002)

Will care about the professional knowledge of sales staff. Huang Xiyuan (2005)

Brands with a good public welfare image will increase purchase intention. Self-inductive design

References

Ji Zhongxing, 2002, The impact of promotion forms on brand attitude: the interfering role of brand image and brand loyalty, Master's thesis, Yuanze University Management Research Institute.

Ji Huiqi, 2004, Research on the relationship between experience module and brand equity - taking Uni-President Starbucks as an example, Master's thesis, Department of Tourism and Leisure Management, Chinese Culture University.

Xie Yaling, 2004, Research on the impact of manufacturing country of origin and brand name on consumer purchase intention - taking international clothing brands as an example, Master's thesis, Department of International Business Management, Daye University.

Dobni, D. 1990, In search of brand image: A foundation analysis, Advances in Consumer Research, 3(17), 110-119

Javalgi, R.G., Traylor, M .B&Gross, A.C. & Lampman, E. 1994. Awareness of sponsorship and corporate image: An empirical investigation, Journal Of Advertising, 23(4), 47-58.

Kalra, A., Ronald, C. Goodestin. 1998, The impact of advertising positioning strategies on consumer price sensitivity, Journal of marketing research, 35(5), 210-224.

Schmitt, R. 1999, Experiential marketing, Journal of Marketing Management, 15(1), 53-67.

Steven, S. P, Frank, R. K, David, M. S & Gavan, J. F, 2005, When Brands are Judged in Isolation from Competitors, Blissful Insularity, 16(2) .

Urde, M. 1994, Brand orientation-a strategy for survival, Journal of Consumer Marking, 11(3), 18-32.

Appendix

Dear Respondent Hello!

First of all, thank you for taking the time to participate in answering this questionnaire. The research topic of this questionnaire is "The Impact of Brand Image on Consumer Purchasing Behavior". This is an academic questionnaire and is anonymous. Fill in, the data is for academic research only, thank you for taking the time to fill in!

Wish you peace and happiness

Sincerely, Lin Jiaqi, Department of Tourism Management, National Kaohsiung University of Applied Science

Part 1 Demographic Variables

Changes Item Name Answer Item Content

Gender□Male□Female

Age□Under 20 years old□21-30 years old□31-40 years old

□41-50 Age □51-60 □Over 61

Education □ Elementary school and below □ Junior high school

□ High school vocational □ College

□ University □ Graduate school or above

Occupation □ Under 20,000 □ 20,001-30,000

□ 30,001-40,000 □ 40,001-50,000

□50,001-60,000 □60,000 and above

Income □Military □Public □Education □Industrial □Business

□Agriculture and Forestry □Fishing and Animal Husbandry □Student □ Housekeeping□Other__

Part 2: Brand Perception

Items Strongly Disagree Disagree Moderately Agree Strongly Agree

Brand image Brand image mostly comes from In TV media□ □ □ □ □

I believe that brands also exist on new online channels□ □ □ □ □

If there is a brand-specific logo, it will be easier to recognize and remember□ □ □ □ □

Have high expectations for well-known brands □ □ □ □ □

Believe that foreign brands are of higher quality than our own □ □ □ □ □

The product aspect has high expectations for the more well-known brands □ □ □ □ □

Believe that the level of foreign brands is higher than that of domestic □ □ □ □ □

Part 3 Purchasing Behavior

Items Strongly Disagree Disagree Moderately Agree Strongly Agree

Consumption behavior will choose more well-known brands □ □ □ □ □

Anniversary and other promotional activities will increase purchase intention □ □ □ □ □

Care about the professional knowledge of sales staff □ □ □ □

Brands with a good public welfare image will increase Purchase intention□ □ □ □ □