| In today’s society, product homogenization phenomenon is getting increasinglyobvious while brand has become the key element to distinguish the goods from thoseof the same variety. In the process of consumption, consumers tend to make theirchoice according to their brand preference. Therefore, the current market competitionhas been changed from pure competition for market share to competition forconsumers’ minds. The one who can dominate the brains of consumers will bestronger in future brand competition.Brand value is the core factor in brand management, and it’s also one of the mostimportant symbols that distinguish a brand from competitive brands. Brand value canattract consumers, stimulate consumers’ desire to purchase and help form consumerbrand preference. Therefore, it is extremely important to marketers.Based on the mentioned background, the related concepts and theories, this researchstudied the effect of brand value on brand preference based and the moderating rolesof consumer characteristics. A conceptual model was developed and hypothesesestablished before using the questionnaire survey to collect data of air-conditionerconsumption. Statistical analysis was conducted to test the model and the hypotheses.Through regression analysis on the data, we find that brand value has positive effecton brand preference while both consumer values and consumers self-monitoring levelmoderate such effect.Compared to the previous studies focused on the relationship between brand valueand brand preference, this study added two moderating variables of consumer valuesand consumer self-monitoring level. The study contributes to the literature of brandmanagement by explaining how consumer values and consumer self-monitoring affectthe relationship between brand value and brand preference. Research findings alsohave practical significance in that they can be applied by businesses with specifictarget customers to design an effective brand value strategy to enhance brandpreference. |
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