Study On Brand Memory Switching Purchase Intention

In the changeable and complex brand situation modern companies have beenfacing, the relocation and the second branding strategy becomes essential forcompanies with the challenges of new marketing model and branding. Brands whichachieve lasting fame can last in customers’ memory for a long time. Brand memorydeepens the relationship between customers and brands. Customers’ brand memorydirectly determines whether the brand is large or small. Therefore, it is of theoreticaland realistic significance to study the effects of brand memory on purchase intention.Existing research results about brand memory are mostly based on factorsinfluencing brand memory and on one single aspect of brand memory on purchasers’behaviors. Based on this, together with the theoretical research, taking marketing asthe accessing perspective, the relation conception model is made with the perceivedquality as intermediary variable, the brand memory as independent variable and thepurchase intention as dependent variable. From the marketing viewpoint, theinfluence of brand memory on purchase intention is trying to testify, so as to revealthe relationship between brand memory and purchase intention.Taking the model construction and path assumptions as the basement, theuniversity students from Nanjing, Changzhou and Xuzhou are selected as the researchsamples for analysis. With the209valid sample of recycling, the statistical analysissoftware spss16.0and the structural equation model are used to test and modify thehypotheses of theoretical models, which shows that, first, there is a significantcorrelation relationship between brand memory and purchase intention; what’s more,a great difference on the impact to purchase intention is exited between the indicatorsof brand memory, that is, the impact resulting from the brand name is much biggerthan from the price and brand advertising; also, the perceived quality plays animportant role between brand memory and purchase intention, just as a intermediaryvariable among every process; in addition, dimensions of perceived quality have greatand mutual effects on one another. Finally, combing with the above conclusions andrelevant discussing, the recommendations are put forward to the new development ofmarketing models and marketing practice.In this paper, there are eleven figures, forty-three tables and one hundred and sixreferences in all.