By Lianxue Cao

Year 2024

Abstract

The purpose of this study is to explore the impact of brand image and marketing strategies on consumer purchase intention. The objectives of this study are: 1) to analyze the demographics of customers of Company R, 2) to analyze brand image, marketing strategy and purchase intention and 3) to investigate the influence of brand image and marketing strategy on purchase intention. The focus of the research is on Company R’s wig products, which have been globally renowned fashion brands for many years.

This study collected 400 sample data through a questionnaire survey and used Cronbach’s alpha to verify the reliability and validity of the scale. This study used SPSS statistical analysis software for frequency analysis, descriptive statistics, and multiple regression analysis.

The final results indicate that brand image has a significant impact on purchase intention, and when consumers perceive a good brand image, their purchase intention increases. The study also found that marketing strategies (price and promotion) have a significant impact on consumer purchase intention. This article provides preference data on consumer purchasing behavior, which helps Company R better optimize marketing strategies and provides a good reference point for the marketing development of China’s hair products industry from both theoretical and practical perspectives.

Download : The Impact of Brand Image and Marketing Strategy on Consumer Purchase Intention: Study of R Product