智能手机品牌形象对大学生购买行为的影响研究(2)
1.2 Purpose and significance of research
1.2.1 Purpose of researchBased on the above background research, this research will be based on the Bielmodel, namely the brand image includes corporate image, product or service imageand user image. Treating college students’ purchasing behavior as the researchobject,the ultimate goal is to explore the effects of brand image on consumerpurchasing behavior and the relationship between the three dimensions of brandimage,and the research goal is mainly focused on:(1) To explore the composition of smartphone brand image and each dimension'sinfluence on consumer purchasing behavior;
(2) To explore the relationship between three dimensions of smartphone brandimage. (3) Synthesizing the above results,we can we can provide the domesticsmartphone enterprises with some inspirations and marketing advice aboutbrand image establishment.1.2.2 Significance of researchForeign smartphones' brand positioning is accurate and brand personality isdistinct, threatening the development of the domestic smartphone brands. Ifmanufactures want to find a way out in the competition,they should take themarketing strategy of personalized brand image. This study attempts to provideinspirations for the domestic smartphone enterprise by exploring influence of thesmartphone brand image on college students' purchasing behavior, , which haspractical significance.
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