Study On The Effects Of Mobile Phone Brand Association On Consumers' Behavioral Intentions

With the improvement of people's living standards, mobile phones become the necessities of life, and brands are getting more attentions. Different brands stimulate different associations which will make consumers produce different behavioral intentions. Through the method of empirical analysis, the paper finds out the main association factors which influence different consumer behavior intentions. The results is helpful for enterprise to make brand strategy, so the desired consumer behaviors will be achieved more accurately. In that way, companies can create more value and establish stronger brand competitive advantage.On the basis of previous studies, the paper adds a new factor to brand association. Then it uses the method of questionnaire and several statistical research such as descriptive statistic, analysis of correlation and analysis of regression to analyze the relationship of mobile phone brand association and consumers' behavioral intentions. The research finds main association factors affecting consumer's behavioral intentions and confirm most hypotheses.Research results are showed as followed. Firstly, Consumers' recommending intention mainly is affected by personal identification, status and guarantee. Secondly, Consumers' repurchase intention is mainly affected by personal identification, social identification and guarantee. Thirdly, Consumers' price premium intention is mainly affected by status, guarantee and enterprise association. Finally, consumers' extension intention is mainly affected by personal identification, status and guarantee association.According to the findings, this study gives some feasible suggestions to enterprise, which can be helpful to leaders when they make mobile phone's brand strategy.