Study On The Effect Of Brand Impression Forming On Brand Choice Behavior

The function of the brand includes brand value creation,business opportunities leading and value chain appreciation.In addition,brand also has a remarkable development force.With the development to present day,brand has not been just a name or logo,it represents the enterprise,the region and the product,which includes the consumers' various feelings and evaluation,and endows the product with new connotation.Study on brand management has been very mature,the brand impression has become the object of academic research.Many scholars agree that it is the consumer's perception of the brand,which can be influenced by certain brand-related factors.At the same time,consumer behavior is also one of the main objects that enterprise marketing management researches on.Based on the theory of brand impression,this paper further explores the regulation of brand strength on brand impression in brand choice.Through reading a large number of domestic and international literature about brand impression,brand strength and brand choice,the theoretical model between the three is designed and the research hypothesis is put forward.After considering various factors,this paper chooses the representative brands "Volkswagen" and "BMW" as the survey samples of the automobile industry,draws and examines the scale of the past scholar's design,adopts the way of issuing the questionnaire on the network platform to the consumers.We conducted a survey.Recall the data using the statistical software SPSS 19.0 to do regression analysis to verify the relevant research hypothesis.The results show that when the brand grade of the brand is different,the brand strength plays a regulatory role in the effect of the consumer brand impression on the brand choice behavior.The main conclusions of this study are as follows:1,consumer brand impression has a positive impact on the brand choice behavior 2,brand strength has a positive impact on brand choice behavior 3,brand strength plays a moderating role in the effect of brand impression on brand choice behavior.Finally,the research deficiencies and prospection are put forward.