Industrial Brand Image Factors Affecting Research

Industrial market is a big market and plays a very important role in economic aggregate. With the increasingly fierce market competition, it's an important strategy to build brand as a growth and sustainable development platform for many industrial enterprises. Since last century 70's, western scholars have used all kinds of qualitative and quantitative methods to research on industrial brand form different perspectives. But there is a little research about industrial brand image. Brand image is the core of brand research and is a main driving factor for customers'purchasing motivation. In order to analyze industrial brand better, related research is very important, such as what dose consist of industrial brand image, what are the influential factors?According to the latest study fruits of influential factors of consumer brand image and models, industrial brand and the differences between industrial market and consumer market and industrial brand image, this paper discusses and analyzes the influential factors of industrial brand image and researches moderating effect on it. This paper adopts empirical research and uses SPSS 16.0 to analyze data and test the hypothesis proposed. The results are as followed:1) Industrial brand image consists of soft factors and hard factors;2) Product attribute, service attribute, customer image, network have significant positive influence on industrial brand image. The influence degree from big to small is product attribute, service attribute, customer image and network.3) Involvement degree has a significant negative moderating effect between industrial brand image and product attribute, service attribute, advertisement, communication content of hard factors respectively. There's no significant effect between industrial brand image and other influential factors.4) Advertisement has the biggest effect between product image and industrial brand image. Communication content of hard factors has a bigger effect between product image and industrial brand image than communication content of soft factors.5) Customer image always has a positive influence on industrial brand image and it isn't disturbed by any moderating variable listed in this paper.Finally, based on our empirical research findings, we put forward some management proposals, and point out the direction for further research.