A Study On The Influence Mechanism Of The Brand Personality On Purchase Intention Based On Brand Cognition

In a competitive-oriented society,various companies have gradually realized the role of brand building in the competition.Creating brand personality has also become a strategic offensive focus of the company.When consumers purchase products,they can feel the brand personality of the product in the subconscious and form the brand cognition of the corresponding products,thus affecting their desire to purchase the corresponding products,that is,the buyer's brand cognition has a great influence on their purchase intentions.Impact,brand personality may affect people's buying intentions to a certain extent,and people's cognition is likely to play an important mediating role in it.In this regard,this paper proposes relevant research hypotheses and issues them.The questionnaire conducted an empirical analysis.This survey used the form of sending out questionnaires or groups of e-mails or questionnaires from consumers in different city malls to carry out questionnaire surveys and collect relevant data.Data were processed using multiple statistical methods.In this study,the object of the questionnaire survey is the recent purchase of sportswear.As an example,this study investigates the influence of brand personality on consumer cognition and willingness to purchase behavior.At the same time,it also explores the brand personality characteristics of sportswear brands that affect people's purchase intentions,and proposes effective opinions on the shaping of brand personality by merchants,thereby increasing the profits of the businesses.The main conclusions of this paper are:First,different products or brands may have completely different brand personality due to different brand types.Using factor analysis,the three dimensions of sportswear brand personality,namely,sincere personality,excited personality and ability personality,are different from Jennifer L.Aaker's brand personality,which also verifies that different products or brands may be branded.Variety of differences and produce completely different brand personality.Second,the different dimensions of brand personality have a significant positive effect on consumers' purchase intention.Third,if consumers have a positive brand awareness for a product,consumers will increase their willingness to purchase the product,thereby promoting consumer buying behavior.Fourth,different forms of brand personality influence purchase intention by influencing different aspects of brand awareness.The brand personality presented by the product will have an impact on people's purchase intention.In the process of this influence,brand cognition plays an important intermediary role.According to the conclusions obtained,marketing strategies and customer relationship management strategies based on brand personality were proposed.It opened up a brand-new perspective for brand research,and at the same time provided new ideas for brand building for enterprises.