Analysis on the influence of enterprise brand image on consumers’ purchase intention
In today’s competitive market, the focus of competition among enterprises has shifted from pure product competition to deeper image competition. As one of the key factors for consumers to make purchasing decisions for products or services, the importance of brand image is self-evident. Therefore, building and maintaining a superior brand image has become an essential condition for the success of enterprises. This article focuses on the perspective of brand image shaping, comprehensively using questionnaire survey methods to analyze the internal relationship between multiple dimensions such as products, services, marketing, and consumer purchase intention. Selecting typical product quality, product design, advertising and marketing factors to reveal how brand image affects consumers’ purchase choices. Through data analysis, this article aims to clarify that when consumers perceive a good brand image, their purchase intention will be significantly stimulated. This article hopes to provide useful references and inspiration for enterprises in brand image shaping and brand building, helping enterprises stand out in the fierce market competition.
Jinhao Zhao
