The Empirical Study About The Brand Awareness Of Customer Affected By The Store Image

Understanding of customer brand recognition is very important, it can enhance the ability of survival and development of the enterprise.Consumer brand cognition can give enterprises a strong signal that he or she will be loyal to the company or abandon the enterprise.The complexity of the consumer brand cognition general not easily measure. Although the companies use a lot of measures to attract customers intresting, such as a variety of advertising, promotions, endless, but the huge advertising costs significantly reduce the company profit margins, increasingly weakened the attractiveness of the customer.With the continuous improvement of living standards, customer brand recognition is not only the product itself,price, service, convenience and so also affect the customer brand cognition. We know these are the dimensions of store image through domestic and international scholars. What the image of store affect on the customer brand recognition is the purpose of the test, and it is based on the circumstance.The test investigate four department stores of Changsha by questionnaire and data analysis methods, and made descriptive statistics, item analysis, factor analysis, regression analysis depending on SPSS16. The test set up a model of store image on Brand cognition.This paper is divided into five parts, including introduction, literature review, research design, data analysis and marketing conclusions.First,the paper elaborate my research question,and then set up my research model by previous studies. In actual pratice,I survied the questionnaire by random sample survey methods combining with data analysis techniques,research the relations of the image of the store and brand cognition.This article asserts:the store image as a whole has a significant impact on brand cognition.The major factors that affect the brand cognition are commodity factor, price factor, service factor. They were introduced three times by regression analysis among the four groups, indicating the role of these three factors is higher,while the climate factor and convenience factor are just quoted twice. So, the role of them is weaker than the three before.The innovation of this paper is that:the past reseach on store image focused on the dimensions of store image or the impact on the customer loyalty and purchase intention. The another important aspect of brand equity-brand cognition was reseachted little, and this is the purpose of the paper. The paper hope to find the relation of them, enriching the relation of store image and brand cognition. The research model of the store image on brand cognition is scare in previous studies.The paper enhanced the article's relevance and practical significance by seleting department stores.