The Study Of Influencing Mechanism Of Brand Personality Perception On Purchase Intension

Brand is just like a person, which owns special cultural meaning and spirit. Besides, it also has character that is named as brand personality. Brand personality is one of the most important factors that help customers identify differences among brands. It has been recommended that it is the total personality of a brand that determines its market position, not the insignificant differences among products. In the most markets, products tend to be homogenous and cannot bring firms with competitive advantage any longer. Thus, research on brand personality seems to be more important. Furthermore, does brand personality affect customers' purchase intentions? If yes, how is about the influence? The two questions are those that this dissertation is about to resolve.In this dissertation, the exploring empirical research method is used to discover influencing mechanism of three types of customer brand personality perception from consumer perspective, i.e. brand personality strength, brand personality uniqueness and brand personality favorability, on purchase intention in Chinese mobile phone markets. First of all, the paper reviews the relative literatures, which includes researches on brand personality and TRA model that is one of the classic theories of purchase intention. Further, the research model is presented, as well as research hypotheses. Then, questionnaire survey is conducted, which is formed from extant scales of relevant researches. Finally, regression analysis is used. The result shows that three types of brand personality perception have significant positive effects on purchase intention. Besides, according to the method of testing mediating effects, mediators between brand personality and purchase intention are explored. Thus, the influencing mechanism of brand personality on purchase intention comes clearly. The research limitation and agenda are also presented in the end.The academic contribution of this dissertation is: 1) demonstrating effects of brand personality on purchase intention from the perspective of consumers' perception, 2) using attitude as mediator to explain how brand personality affecting purchase intention on the basis of TRA model. Also, the dissertation has its managerial implication: research result of three-type brand personality perceptions' influence on purchasing intention will guide firms to take advantage of brand personality properly to achieve marketing objectives.