The Empirical Research On Customer Value And Brand Personality

Philip Kotler argues that, the customers make purchasing decisions according to the customer delivered value. They'll buy those products which bears the high customer delivered valued. The customer delivered value basically is the perceived customer value. Only the value of the products perceived by the customer will make the real sense. Due to the trend of the products'homogeneity, the customer faced more and more brands to choose than ever when they make purchase. These brands always possess the"personality"built by the marketing strategies taken by the company. Therewith the customer behavior shows some new characteristics and trends today: the brands consciousness was strengthened, the customer make purchase according to their subjective preference of the brands more often than ever, and they tend to buy those brands bears the personality which was similar to their own. Thus the brands is the sublime and coagulation of the enterprises and the products, they definitely are the identified characteristics to attract the customers'attention nowadays. So we believe the combine study on the customer's value with the brands personality is the only way to reveal the cognitive process of the perceived costumer value.Through the view on the brands personality, according to the theory of marketing and psychological, applying the quantitative analysis methods, we expatiated the mechanisms of the influence of the brands personality on the customer delivered value. We also analyzed the cognitive process of the perceived costumer value, to reveal why and how the costumer makes the choice on different brands according to their personality. We first discussed the relationship of customer delivered value and the brand personality; we come to the conclusion that the brand personality is the most important way for the costumer to perceive the products'value. Then we make the definition on the brand personality, analyzed the personality factors during the formation of the brand personality. The complex purchase decision process is an information collecting and selecting process. We set up a cognitive model based on the apperceive system, memory system, control system and reaction system. The costumer make subjective cognitive on the brands personality factors built by the company, we thus introduced four subjective variables: brands awareness degree, personality recognition degree, personality unique degree, personality identity degree. The model is based on the abundant theory analysis and the complex purchase decision view on the costumer delivered value. At last, we make empirical research by the marketing survey, regression analysis, association analysis on the cognitive model above.In conclusion, we make thorough study on the cognitive process of the delivered value of the costumer based on today's consume environment through the view of the brands personality, reveal the primality and psychological process of the costumer behavior. The article exhibits innovative significance both on the theory models and the research methods.