Research On The Influence Of Mobile Phone Brand Image On Consumers’ Attitude To Brand And Purchasing Behavior

It has a huge attraction in Chinese mobile phone market at the same time that it also has a fierce competition. With the market competition transiting into the time of brand competition, the importance of brand is highlighted. Creating an advantageous brand is the powerful guarantee for the enterprises’survival and development in the competitive market. The brand image is the key factor for driving the brand assets. It has a crucial core effect for creating an advantageous brand. Therefore, studies of how the brand image drives the brand assets, how to accomplish the core task of the brand management and how to formulate relevant strategy of the brand management have become the important issues which are urgently needed to solve in the practice.Based on sorting of the relevant theoretical research, the writer constructs the research framework of "brand image-brand attitude-purchasing behavior" by referencing consumer reaction process model and exploringly presents the hypotheses. Then, set the measurement characters of research variable by referencing the existing measurement scales and combining with product’s character. After that, adjust and prefect the survey through the preliminary research. Based on the information of the formal investigation, the writer uses the softwares of SPSS17.0and AMOS17.0to empirical analysis. Demographic characteristics of the sample are analyzed by descriptive statistics analysis. Reliability and validity of the scale are analyzed by reliability test and confirmatory factor analysis. Finally, use structural equation model to analyze the mechanism of action of brand image and brand attitude and purchasing behavior.With the empirical research, the study concluded the following conclusion:The four dimensions of brand image such as corporate image, product image and humanization image, symbol image have positive significant influences to brand attitude; Brand attitude has a positive significant influence to consumers’purchasing behavior; Enterprise image and product image not only directly influence consumers’purchase behavior but also indirectly affect consumers’ purchasing behavior through the brand attitude. But humanity image and symbols image just only indirectly affect consumers’ purchasing behavior through the variable of brand attitude; In the effect of the brand image’ dimensions on brand attitude and purchasing behavior, the effect of product image is the biggest. The effect of enterprise image is the next, and the effect of humanity image and symbols image is little. Comparatively speaking, the least is symbols image.