The influence of brand image on consumers' buying behavior
Patina
Patina
Four Views of national kaohsiung university of applied sciences Tourism Management Department on Erjia
1094 136 12 1
chinese abstract
Brand is not only a sign to identify enterprises, but also a first-line experience medium (Schmidt, 1999). How consumers perceive, are interested in and even buy products comes from the concept and cognition of the brand, which often comes from the marketing activities of enterprises for the brand. Their marketing activities are like communication channels between enterprises and consumers, and these images may come from advertisements, radio and newspapers.
Brand image indirectly affects consumers' loyalty to the brand, and then affects the profits of enterprises. Nowadays, the brand has been promoted as a strategic marketing tool for enterprises, and the differentiated marketing of brands is worth studying and discussing.
Keywords: brand, loyalty, experiential marketing, advertising
E-mail:hye-sunglove@yahoo.com.tw
I. Introduction
The research background of 1. 1
With the increase of income, consumers' ideas and habits about consumption have also been affected. They will not only pay attention to the product itself, they will start to pay attention to the brand image of the product itself, not only to the essential part of the product, but also to the level of consumers' expectations of the brand. In other words, the company should focus on intangible services and strive to establish the brand image of the enterprise. Under the influence of globalization and specialized division of labor, the marketing activities and producing countries of products began to change. The introduction of foreign products into China has changed consumers' cognition of previous products and changed their consumption behavior.
This study will explore how consumers' first impression of brands comes into being and whether it has any influence on consumers' buying behavior.
1.2 research motivation
Due to the rising awareness of consumers, the choice of products is becoming more and more diverse, and the marketing methods of manufacturers are becoming more and more changeable, so I want to discuss how consumers choose products.
Second, literature review
This research mainly starts from the definition of brand, and then extends to how the brand image is produced. Therefore, the discussion of the literature is mainly based on the brand's point of view and influencing factors, and is discussed as follows:
2. 1 brand definition
The American Marketing Association defines a brand as: "A name, logo, symbol, design or a combination of the above, trying to distinguish products or services among manufacturers, and then distinguish them from competitors' products. It can be seen that brands exist to distinguish themselves from competitors' products and increase their long-term competitive advantage.
Brand is only a series of symbols and icons at best, but enterprises hope that through the establishment of brand, they can not only continue to buy products, but also be different from competitors. When establishing a brand, the entity symbol should have unique color, appearance, shape and packaging, which will have special significance in the impression of consumers.
Kotler (1994) proposed that a brand can convey six meanings to consumers:
(1) Attribute: Some attributes of the brand give consumers the first impression.
(2) Benefit: consumers are the mainstay. You bought welfare. A brand has many attributes and must be transformed into functional benefits or emotional benefits.
(3) Value: Brands can convey the value of producers and cooperate with consumers to find real value.
(4) Culture: the culture representing the manufacturer or the country of origin.
(5) Personality: A brand can reflect a certain personality, and it can also be expressed by prestigious people.
(6) Users: From the brand, we can see the types of customers who buy or use the brand.
In recent years, brands no longer aim at distinguishing products, but gradually evolve into brand associations to enhance the value of brands in consumers' minds. Until the emergence of brand managers and leading marketing methods, creating the greatest benefits of brands, many companies regard brands as strategic assets. Once a brand is established, profits will follow, so brand rights and values will become more and more important.
2.2 Brand equity
Aaker( 199 1) believes that exclusive brand assets such as brand loyalty, brand awareness, perceived quality and quality association are the main sources of brand rights and interests. These five explanations are as follows:
2.2. 1 brand royalty
The brand loyalty of consumers can reduce the marketing cost of enterprises themselves, and also make the relationship between enterprises and channels more stable and increase the competitiveness of enterprises. Brand loyalty is usually measured by the number of repeated purchases. However, consumers may buy again because they have no strong preference for brands. In addition, consumers also attach great importance to the value of corporate brands. In fact, loyalty will vary according to corporate promotions or individual product categories.
2.2.2 Brand awareness
Brand recognition refers to consumers' memory and understanding of brands. Brand awareness helps consumers to quickly incorporate the brand's products into the purchase portfolio when purchasing. When consumers have a high degree of brand awareness and familiarity, and have a strong and unique brand awareness in their memory, customer-based brand assets are formed, thus increasing the purchase opportunities.
2.2.3 Perceived quality (Perceived quality)
Perceived quality is consumers' cognitive level of the overall quality of products, which will directly affect the purchase decision and brand loyalty.
2.2.4 brand association (brand association)
Brand association can help consumers to process information about brands and give them a direction. Any impression of a brand that exists in consumers' memory is brand association, including product characteristics, customers' interests, uses, product appearance, lifestyle, competitors and countries. In order to confirm whether brand association is related to brands, we need to consider how other marketing schemes will affect consumers' brand experience. The deeper consumers think about product information and link it with existing brand cognition, the stronger brand association will be.
2.2.5 Other proprietary brand assets (market behavior)
Assets of other proprietary brands, such as patents, trademarks, copyrights, access relationships, etc. , can reduce the opportunity for competitors to infringe on the consumer base and brand loyalty owned by the enterprise, that is, its competitive advantage over other brands.
Third, research hypothesis.
H 1: The socio-economic background of consumers will affect their brand recognition.
H2: The cognition of brand before purchase will affect consumers' buying behavior.
Fourthly, the research framework.
Research method of verb (abbreviation of verb)
5. 1 research object
Taking the age of 30 as the boundary, the subjects were divided into groups with stable income over 30 and under 30.
5.2 Sampling method
In department stores, staff will be sent to distribute questionnaires and random sampling will be adopted, but only those who meet one of the conditions will be investigated. It is estimated that 200 questionnaires will be distributed.
5.3 Questionnaire design
5.3. 1 socio-economic background
Variable name numeric answer item content
Nominal gender scale □ male □ female
Age: ordinal scale □ 20 under 20 □2 1-30 □3 1-40 years old.
□4 1-50 years old□ □5 1-60/-60 years old□ 61above.
Education □ Primary school and below □ Junior high school □ Senior high school.
□ College □ University □ Postgraduate or above
Occupation scale □ below 20000 □2000 1-30000
□30,00 1-40,000 □40,00 1-50,000
□ more than 50001-60000 □ 60000
Nominal scale of income → military → public → education → industry → business.
□ Agriculture and Forestry □ Fisheries and Animal Husbandry □ Students □ Home Economics □ Others _ _
5.3.2 Brand awareness
Variable classification options forward and backward source documents
Brand image Brand image mostly comes from TV media Shuntang Xiangzi (1997).
I believe that there are also brands on the new network channel. Shunji Huiqi (2004)
If there is a brand-specific logo, it is easier to identify. I remember Huang Shun Xiyuan (2005).
Have high expectations for well-known brands. Weixian County, Zhang Shun (2003)
It is believed that the level of foreign brands is higher than that of domestic reverse Xie Yaling (2004).
The endorsement of product stars will strengthen the persuasiveness of products and induce design by themselves.
The design of the product will affect the brand's view.
5.3.3 Purchase behavior
Variable classification options forward and backward source documents
Consumers will choose famous brands in reverse. Ji Huiqi (2004)
Promotion activities such as anniversary celebration will strengthen the purchase intention (2002).
Bringing the professional knowledge of concerned salespeople to Huang Xiyuan (2005)
Brands with good public image will increase their willingness to buy and will design their own.
refer to
Bank of China, 2002, Influence of Promotion Forms on Brand Attitude: Interference between Brand Image and Brand Loyalty, Master's Thesis, School of Management, Yuan Ze University.
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, A study on the influence of manufacturing country and brand name on consumers' purchase intention-taking international clothing brands as an example, master thesis of Department of International Enterprise Management, Daye University.
Dobni, D. 1990, Looking for brand image: basic analysis, consumer research progress, 3( 17),10-19.
Javarji, traylor, B&; Gross, A.C. and Lampman, E. 1994. Sponsorship Consciousness and Corporate Image: An Empirical Investigation, Advertising Magazine, 23(4), 47-58.
Carla, Ronald, Goldstein. 1998, the influence of advertising positioning strategy on consumer price sensitivity, Journal of Market Research, 35(5), 2 10-224.
Schmitt, R. 1999, Experiential Marketing, Journal of Marketing Management, 15( 1), 53-67.
Steven, S.P., Frank, R.K., David, Master & ampGavan, J.F., 2005, When the brand is judged in isolation from its competitors, the isolation of happiness, 16(2).
Urde, M. 1994, brand orientation-survival strategy, consumer marketing magazine, 1 1(3), 18-32.
appendix
Dear interviewee, hello!
First of all, thank you for taking the time to answer this questionnaire. The research topic of this questionnaire is "the influence of brand image on consumers' buying behavior". This is an academic questionnaire, which is filled in anonymously. These data are only used for academic research. Thank you for taking the time to fill it out!
I wish you peace and happiness.
From Lin Jiaqi, Department of Tourism Management, national kaohsiung university of applied sciences.
The first part of demographic variables
Variable name answer item content
Gender □ Male □ Female
Age □ under 20 years old □2 1-30 years old □3 1-40 years old
□4 1-50 years old□ □5 1-60/-60 years old□ 61above.
Education □ Primary school and below □ Junior high school
□ High school work □ Junior college.
□ University □ Postgraduate or above
Occupation □ below 20,000 □ 20,0001-30,000
□30,00 1-40,000 □40,00 1-50,000
□ more than 50001-60000 □ 60000
Income → Military → Public → Teaching → Industry → Commerce
□ Agriculture and Forestry □ Fisheries and Animal Husbandry □ Students □ Home Economics □ Others _ _
The second part is brand recognition.
This project is very different. Disagree. Agreed. I quite agree.
Brand image Brand image comes from TV media.
I believe that there are also brands on the new network channels.
If there is a brand-specific logo, it is easier to identify, remember □□□□□□□□□□□□□□
Have high expectations for well-known brands.
It is believed that the level of foreign brands is higher than that of domestic brands.
Product structure has high expectations for well-known brands.
It is considered that the level of foreign brands is higher than that of domestic brands.
The third part of the purchase behavior
This project is very different. Disagree. Agreed. I quite agree.
Consumer behavior will choose famous brands.
Promotional activities such as anniversary celebrations will enhance the willingness to buy.
Will care about the professional knowledge of sales staff.
A brand with a good public image will increase the purchase intention □□□□□□□□□□□□□□