Brand Image Impact On Consumer Purchase Intention

Since the start of computer skills vocational training, after years of full competition, a number of groups of large and small brands began to disappear from the market because of their weakness competition, industrial development from disorder to mature, market development and brand standardization trend of centralization further strengthened, initially formed the strong leadership of Beida Jade Bird education and Xinhua education to market brand competition on the computer training institutions, If there is no certain strong brand strength, it is difficult for institution to obtain long-term survival and development, they may even be eliminated. To seek for survival and development, computer skills training institutions not only need to strengthen quality of their training service, but also strive for the work of brand image building.Based on Bell's measurement model of brand image and refer to a number of scholars home and abroad on brand image research results, with the help of famous scholars at home and abroad to develop on the brand image, brand reputation and purchase intention's scale, we develop the brand image, brand reputation and purchase intention's measurement scale for computer training students, after that we choose computer skills training schools'Participants for the study and take back 412 valid questionnaires, using SPSS 16.0 and Lisrel 8.7 data processing software analysis, exploratory analysis of three dimensions of brand image's influence to brand reputation and computer training students'purchase intentions.Through the analysis of questionnaire data, using descriptive statistics, factor analysis, structural equation model approach, we come to a series of conclusions, which included the questionnaire has high reliability and validity, three dimensions of brand image have influence on purchase intentions, brand reputation plays the intermediary role in brand image and purchase intentions, building the brand image, brand reputation and purchase intentions among the conceptual framework. The results can provide effective guidance to computer skills training schools about the theory of brand image construction and practice of shaping brand image, the formation of favourable brand image can increase the core competition of computer training schools.