Empirical Research On The Impact Of Brand Cognition On Consumer Purchase Intention

Global competition has become to be a new era of brand competition since1980s. The value and importance of brand have been recognized by more and more enterprises and organizations. Brand-building has also been referred to the strategic level. The brand has become an important factor to win the competition in the market. The level of consumer brand cognition affects the choices between brands directly. Purchase intention is always used to predict consumer behaviours. Therefore, the study on the impact of brand cognition on consumers’ purchase intention is of great significance.On the basis of the theoretical research, the paper constructed a consumer brand cognition model, it is considered to consist of brand image cognition and brand value cognition. Brand image cognition consists of brand awareness, brand associations, brand personality and social image. Brand value cognition consists of perceived quality, perceived value, brand trust and brand loyalty. Then combined the theory of reasoned action, the paper built the theoretical model of the impact of brand cognition on consumers’purchase intentionand introduced the individual characteristics as the moderator to study whether there are differences of the impact of brand cognition on consumers’purchase intention. After that, the study choose the mobile phone industry as the object industry of the empirical research, based on the theoretical model, designed the questionnaire, and then tested the reliability and validity of the questionnaire by the collected data, verified the models and assumptions of the study by linear regression analysis, hierarchical regression analysis and grouping regression analysis. The paper indicates that, brand cognition and each dimensions of it have a significant positive impact on consumers’purchase intention. Secondly, brand image cognition has a significant positive impact on brand value cognition. Thirdly, individual characteristics have different impacts of brand cognition on consumers’purchase intention.At last, according to the study results, upon the brand image cognition and brand value cognition, and based on the brand cognition, the paper proposed the brand marketing strategy recommendations for each dimensions. It studied the impact of brand cognition on consumers’ purchase intention from the perspective of brand cognition, opened up a new perspective of brand study, and provided some new ideas of brand building for enterprises.