Network Communication Mechanism Of The Role Of Consumer Electronics Products Brand Image

Brand image is the essential factor of brand equity from consumer perspective, and building good brand image in consumers'mind plays a vital role in transferring the consumers to the loyal brand consumers for the enterprises. It has also become one of the main issues of theoretical research on brand. Discussing the formation path of brand image and defining the influencing mechanism of internet communication on brand image is of very vital significance to consummate the brand communication theory, to instruct the enterprises utilizing reasonable internet communication strategies to create brand image.Started with the review and summarization of previous research, this thesis proposes the formation path of brand image, and constructs the brand image formation model. Based on the analysis on influencing mechanism of internet communication on brand image, this thesis proposes the hypothesis and builds a model on how internet communication affects brand image formation. After theoretical analysis and the sample test, the thesis sends questionnaire to the consumers of digital camera, validates the model and the hypothesis with factor analysis, structural equation and hierarchical regression methods, and we can reach the following conclusions:First, brand image consists of brand awareness, visible perception association and brand personality, and there are two paths between brand awareness to visible perception association and visible perception association to brand personality. Second, different types of internet communication have different impact on brand image. The communication content has more remarkable effects to brand awareness than the communication channels, while the channels have more remarkable effects to visible perception association and brand personality than the content. Third, discussing the communication content, the brand information content has more remarkable effects to brand awareness than the experience content, while the experience content has more remarkable effects to visible perception association and brand personality than brand information content. Discussing communication channels, network community and search engine influence brand awareness positively from strong to weak, while the internet advertisement does negatively. Enterprise website, search engine and network community positively influence visible perception association, the effect is from stong to weak, but for internet advertisement, the opposite is true. The channels influencing brand personality from strong to weak are network community, enterprise website and search engine. Fourth, as the adjusting variable, the consumer trusts the communication content more, the communication content influences brand personality more significantly. Finally, it is necessary to apply reasonable internet communication strategies to create brand image according to different types of internet communication.