Research On The Effect Of The Cultural Products Brand Attributes On Consumer Purchase Intention

Chinese cultural industry started relatively late and there are a lot of market barriers andother reasons，so chinese cultural enterprises are small, scattered,and weak in strength and otherissues are obvious as the result we are lack of backbone enterprises and famous brands. At thesame time, consumer brand awareness is growing, they are no longer simple purchases andconsumers.Customers play an increasingly important role in the enterprise development process.Since the customer relations theory combined with the brand theory, brand relations theory hasbecome the latest brand research areas.Now brand relationship theory research focused on thenature of the relationship between the brand, the formation and role of the state in four areas.However,how the relationships between customers and brands formed and how to influence theconsumer behavior. These questions are still relatively scarce.How to understand deeply in therelationships between customers and brands and enhance the competitiveness of enterprise’s brandculture deeply on this basis and help enterprises to obtain long-term sustainable development, is aquestion worthy of further study.First, this study use standardized research methodology，review the results of previousstudies, With basis of brand theory and consumer perception theory.we presents a complete brandattributes-brand perception-customer behavior models: brand awareness and brand attributesas an important intermediary in consumer behavior research brand attributes on consumerbehavior. Brand perception by the consumer attempts to the source and mechanism of action, abetter understanding of consumer behavior. Then the relevant data collected through thequestionnaires, the study empirical test hypotheses. Finally, according to the results of dataanalysis, put forward corresponding countermeasures and suggestions.