Research on the Influence of brands on consumer purchasing behavior

DOI

10.2991/978-94-6463-098-5_18How to use a DOI?

Keywords

brand; purchase intention; purchase behavior; SOR model

Abstract

With the rapid development of China's market economy, the problem of product homogenization has become increasingly serious, and the competition among enterprises has transformed from product competition to brand competition. There is a strong uncertainty about the effect of brand building, which is rooted in the lack of clarity about the internal mechanism of how brands influence consumers' purchasing behavior. Based on the SOR model, this paper constructs a relationship model between brand and consumer purchase behavior from four dimensions: brand culture, brand awareness, product image and corporate image, and introduces consumer purchase intention as a mediating variable, and obtains the following conclusions: the four dimensions of brand play a positive influence on consumer purchase behavior through the mediating role of purchase intention, among which product image has the greatest influence on consumer purchase behavior, followed by brand awareness and corporate image. Brand awareness and corporate image are the next most influential, and brand culture is the least influential.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zhaojiayi Zhang
PY  - 2022
DA  - 2022/12/27
TI  - Research on the Influence of brands on consumer purchasing behavior
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 146
EP  - 153
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_18
DO  - 10.2991/978-94-6463-098-5_18
ID  - Zhang2022
ER  -