The Study About The Brand Image Of Watch Reflection On Consumer’s Purchase Intentions’ Effect

In the1990s, market competition had changed a lot, instead of the productcompetition, more and more competition has transform to brand competition. Enterprisehas also entered the stage of brand marketing and brand management. With thedeepening of the reform, great changes have taken place in Chinese consumptionenvironment. And the consumers increasingly pay attention to quality and image of theproduct. At the same time, watch marketing is also stirring, however, universal watchbrands are in the competition for Chinese market. Part of the Swiss and Japanese brandseven becomes the new fashion pronoun which makes the development of domestic watchbrand much more difficult. In the21st century, China is also under the bottom of watchglobal. After years of competition and elimination, many small brands disappear from thescene before they form a scale due to insufficient competitiveness and not adapting to thedemand of watch market. Even some big brands also develop slowly and can’t competewith foreign outstanding watch brand resulting from improper brand management. ForChinese watch brands, it is difficult to obtain the long-term steady development withoutsome sort of brand strength, and may even be eliminated. For surviving and betterdevelopment, under the premise of strengthening watch quality, enterprise should alsostrengthen the construction of brand image, and seize the core market from theperspective of brand management.Under such a background, this article establish the connotation of brand image,summarize famous measuring model of brand image at home and abroad from basictheory of brand image, by comparing and anglicizing the relevant theory researchingresult. According to the characters of this article, based on Biel’ s measuring model ofbrand image, dividing brand image into3dimensionalities: company image, user imageand product or service product. And every dimensionality concludes hard element andsoft element. In the basis of reviewing documents, establishing this article’s researchingmodel and give corresponding assumption. Consulting Chinese and foreign scholar’ scaleabout brand image and purchasing will, this article give the measuring scale fit forwatches’ brand image and consumer’s purchasing will. This article set watch brand as the researching object, and regards consumers who have experience of purchasing watchesas researching sample, conducting questionnaire survey at markets of every big businessarea in Shenyang, take back360valid questionnaires. After conducting reliabilityanalysis and validity analysis, variance analysis, relevance analysis and regressionanalysis, the research result as follow: the company image has a obvious forwarddirection influence on consumer’s purchasing will, product’s image or service image hasa obvious forward direction influence on consumer’s purchasing will, user image has astronger forward direction influence on consumer’s purchasing will, smaller thancompany image and product or service image. At last, on the foothold of brand image’sthree dimensionalities, according to the conclusion, supplying managing and marketingadvices, at the same time proposing the article’s researching limited and prospect.