The Research On The Influence Of Brand Relationship Quality Customer Behavior Intention

The future marketing is the battle of brand. The market competition will transforminto intangible competition of brand equity. Now, it is a great challenge for Chineseenterprises to corporate famous brand which beyond borders and win support withinwide visibility and reputation among the people. The key problem for Chineseenterprises preparing global brand competition is how to build strong leading brandand accumulate quality brand equity. The current study shows that brand relationship isan important source of brand equity. Furthermore, the brand relationship has been paidso much attention by the enterprises not only for the benefit of retaining old customersfather than continue to seek new customers, but also to win fresh potential customersthrough the old consumers’ word-of-mouth, then establish a good brand relation withcustomers to obtain sustainable competitive advantage.This study based on the relationship between cellphone customer and brand,attempts to clarify how the brand relationship quality influence consumers’ mentalmodels and brand consumer behavior, so as to provide management advice forenterprises to maintain the brand relationship. Based on reviewing related literatureshome and abroad, the research firstly constructs a theoretical model on the influence ofbrand relationship quality to brand attitude and customer behavioral intention.Combined with existing research, we develop the various variables with higherreliability and validity scales, conduct a questionnaire survey. Then, using theSPSS16.0and Amos18.0software explores the empirical relationship betweenvariables. Finally, according to the results of empirical analysis reached the followingconclusions:(1) Trust, visibility, commitment and self-join four dimensions of brandrelationship quality have a significant positive impact on customer behavior intention;(2) The cognitive and emotional dimensions of brand attitude are both positive relatedto the customer behavioral intentions. Emotional attitude have a greater influence tothe customer behavioral intentions;(3) Brand attitude partially plays mediator effectbetween brand relationship quality and customer behavioral intentions. The innovations of this article are as follows:(1) the reputation and trust as factorswhich expand the cognitive aspects research of brand relationship. The cognitive leveland emotional level of brand relationship dimensions are combined, so that the systemof brand relationship measurement index is more complete, operation and promotion;(2) construct the mechanism model of brand relationship quality on customerbehavioral intentions, and verify the mediating effect of brand attitude between brandrelationship quality and customer behavior intention.