The Influence Of Brand APP Marketing On The Brand Awareness: The Mediating Effect Of Customer Perceived Value

The number of brand APP have a great growth in recent years,The brand APP marketing has become a new method of marketing.With the rapid development of mobile devices and wireless terminals,brand APP get the more and more welcome from the masses.Brand APP has been considered to be a new type of marketing,due to its unique characteristics,more and more enterprises carry out the brand APP marketing in various forms.Brand is the weapon in construction enterprise competitiveness,and brand awareness plays an important role in brand building.In the 21 st century,due to the huge value of the brand can creating,the research that how to form a brand became the focus of scholars.Along with the increasing research,it was found that the brand awareness plays an important role in building brand,the importance of brand awareness gets the attention of people.In order to study the relationship between brand APP marketing and brand awareness,this paper summarized information from the literature research of brand APP marketing and brand awarenss,brand APP marketing is divided into three dimensions: entertainment,convenience and reliability,the brand awarenss is divided into two dimension.Based on division of dimension,we think that the three dimensions of brand APP marketing,such as entertaining,convenience and reliability,has a positive effect on brand awareness.But the research that how marketing has a positive effect on brand awareness is to take direct path,the literature of research is relatively mature,and abundant results of research have been achieved.But the research on the possible mediator variable between marketing and brand awareness is much less.This article will also add customer perceived value into the study,we think customer perceived value has a positive mediating effect between APP marketing and brand awareness,and customer perceived value is divided into three dimensions: social value,practical value and emotional value.Based on the above content,the main research of article is that brand APP marketing has a positive effect on brand awareness,customer perceived value has a positive effect on brand awareness,and the mediating effect of customer perceived value,the research model of this study shows the relationships between the three variables.At last,collect data through the questionnaire survey,analyze data,then test research hypothesis.the following are the results: Brand APP marketing has a significant effect on brand awareness;Customer perceived value has a significant effect on brand awareness;customer perceived value has a positive mediating effect between APP marketing and brand awareness.On the basis of the research,there are some suggestions: In the process of brand APP marketing.We should use entertainment,convenience and reliability of brand APP marketing to get the good marketing effect.1.Enterprise should strengthen the operation management,and improve convenience of brand APP.2.Enterprise should ensure the reliability of brand APP information.3.Enterprise should strengthen entertainment of brand APP marketing.4.Enterprise should strengthen the convenience of brand APP marketing,at the same time,pay attention to the cultivation of emotional value.5.Enterprise should strengthen the reliability of brand APP marketing,At the same time,pay attention to the cultivation of practical value.