Research On Influencing Of Brand Image And Brand Choice For College Students

With the continuous development of economy in my country, the national purchasing power has the very big enhancement. Great changes have taken place in China’s consumptive environment after numerous international brands go into China, now China has become the center of the goods. Consumer’s concern has changed, from what they consume previously to what they should consume, which brand they should choose has been a difficult problem for consumers. Now, however, the similarity of products is very high, the immediate problem faced by each enterprise is how to let consumers choose own product from several homogeneous products which is a major challenge for every enterprise. If you want to win the challenge, reasonable use of the brand image is a good method. College students as a very potential group, they have their peculiarly consumptive idea and personality. If enterprises want to grab the market segment, the use of the brand image is an effective way. Today, many enterprises have realized the important role of brand image.The paper is based on the Aaker’s brand image model and shares the achievements of the theories of some famous scholars at home and abroad. Through reading a lot of literatures and scales about brand image, brand preference, purchase intention and brand choice, the paper develops the scale about brand image and brand choice which fits the laptop industries. The paper chooses laptop as investigable product and college students as objects. It adopts to distribute the questionnaires in the road directly and on line. It collects effective143questionnaires finally and analyzes the effect of brand image and brand choice on college students.The paper uses descriptive statistics analysis, factor analysis, correlation analysis and linear regression analysis methods to analyze the data from recycling effective questionnaires and then obtain a series of conclusions. Results show that the questionnaire’s reliability and validity is high and then the conclusions can be trusted. Research shows that3dimensions of brand image have effects on brand preference、purchase intention and brand choice for college students. Brand preference and purchase intention have some intermediary effect for college students’ brand choice. Thus the paper constructs conceptual framework which is about brand image and choice for college students.Finally, the paper shows the significance of this research in marketing for enterprises and provides valid theory support for building corporate’s image and maintaining competitive power. The paper still has some insufficient, however, it reflects certain virtual significance and research direction future.