Research On The Impact Of SUMSANG Brand Knowledge To Customers’ Purchase Intention

In the field of mobile phones, the leading brand Nokia was purchased by Microsoft Corp, and then drifting away slowly from the market. The famous mobile brand was lasted by both of Apple and Samsung. So,Brand strategy management is particularly important for the industry. Then, how to develope a brand sustainably? Whether it is possible to enhance consumers’ willingness by increasing brand knowledge which can promote consumers to purchase or repeat purchase the production. That is the direction of the research.This study connect the brand knowledge with purchase intention on the basis of two research models :brand asset management model and purchase decision model. Then construct a model of brand knowledge including brand awareness and brand image with consumer purchase inte ntion including perceived quality and perceived risk.In order to obtain first-hand data for the study of influence on purchase intention and brand knowledge of Samsung smart mobile,I select the smart mobile customers as the object for the investigation and a total of 506 questionnaires were returned. There are descriptive analysis,correlation analysis,factor analysis and regression analysis made by the analysis tool of SPSS16.0. Finally,I draw the following conclusion:First of all, by the methods of literature study that based on many successful research data, find ing out the influence of the theoretical basis of brand knowledge on consumer purchase intention.Secondly, design this study and determine the scale, put forward the hypothesis, design questionnaire and issued them based on the basis of previous research literature. Then, test the reliability and validity of questionnaire.Next,carry out the next step of survey if the reliability is good.Finally, analysis the impact of consumer on Samsung brand’s perception and purchase intention through the investigated data by using SPSS16.0. So, I can verify the hypothesis in the research and get the conclusion.According to the above conclusions, I will put forward the corresponding management strategy of brand combined with the current s tatus of the smart phone market. That will enhance consumers’ positive impression of the product brand by increasing brand knowledge.then,enhance the consumer purchase intention.