A Study On The Influence Of Real Estate Brand Cognition On Consumers’ Purchase Intention

In recent years,China real estate industry is facing unprecedented changes.The international economic situation is grim,and domestic regulatory policies are stacked.The real estate industry has entered a deep adjustment cycle,and the overall industry is in a state of anxiety.In this environment,the competition rules of the industry are also constantly changing.How real estate enterprises can emerge and occupy more market share has become an urgent problem for each enterprise.As an effective means,brand strategy has been widely used in real estate enterprises.However,due to the good market in previous years,most enterprises have weakened brand marketing.Whether the real estate enterprises can reconstruct the brand connotation,improve the brand influence,reshape the brand status within the industry of reshuffle,upgrade the brand influence in the eyes of consumers,create more performance for enterprises,create greater value for the society,and then achieve the purpose of storing energy for the national economic construction has become the focus of current academia and industry.Many previous studies have shown that brand cognition and brand emotion have a certain impact on customers’ purchase intention.Therefore,this study starts from the direction of optimization of real estate brand construction,studies the cognition and sub-dimensions of buyers to existing real estate brands,and further considers the mechanism between brand emotion and its subdimensions and consumer purchase intention.On the basis of combing and summarizing the existing research on brand cognition,brand emotion and purchase intention,this study builds a mechanism model of real estate brand cognition influencing consumer purchase behavior based on brand equity theory and ABC attitude behavior model,selects brand image and brand popularity as the two dimensions of real estate brand cognition,and selects brand trust and brand attachment as the two dimensions of real estate brand emotion,Put forward a series of assumptions.Data were collected through questionnaire survey,and reliability and validity analysis,confirmatory factor analysis and path test were conducted on the collected data using SPSS and AMOS scientific statistical analysis software,and conclusions were drawn according to the data analysis results.From the perspective of improving buyers’ awareness of real estate brand and combining with real estate marketing,This paper puts forward relevant suggestions to promote the healthy and sustainable development of China real estate industry.