A Study On The Influence Of Brand Core Values On Consumers' Purchase Intention Based On Brand Trust

Market competition becomes intensified in today's society. Product homogeneity is serious. The core values of the brand has become the key to brand differentiation, and differentiation is competitiveness. Therefore, the core values of the brand wins the attention of enterprises, and becomes the focus of research. This paper attempts to explore the forming path of the brand core values on the consumer purchase intentions, in order to provide a theoretical reference for the core values of the brand management.On the basis of existing research, this paper constructs a theoretical model on the path of brand core values on consumer purchase intensions. According to the proposed theoretical assumptions, it chooses mobile phone as the example, and conducts empirical research and analysis of variance with the method of structural equation model. It figures out their relationship and whether they have the difference with different demographic characteristics of consumers, different brands and prices on brand core values, brand trust and purchase intensions by SPSS software.These results show that: 1.the brand core values has a direct positive impact on the consumer purchase intentions, both the brand functional value and emotional value has a significantly positive effect, the role of self-expression type value is not significant; 2.the brand core values has a direct positive impact on the brand trust, and the three dimensions of the brand core values are significant; 3.the brand trust has a direct positive impact on the consumer purchase intentions, and serves as a fully intermediary role between the functional value and purchase intention, a partially intermediary role between the emotional value and purchase intention, a fully intermediary role between the phenotype of self-expression type value and purchase intention.