Research On Description Of Key Events Marketing Influence Consumer's Evaluation Of Brand Image

In the previous time, researchers carried out researches on the influence on brand image from such perspectives such as personality, advertising, etc. As Levy proved that Brand is the existence of the people on the psychological elements of brand image and the concept of aggregates, mainly brand knowledge and brand awareness of the main attitude. Some scholars began to explore the brand image and consistency of the relationship between individual consumers, but only limited study of brand image and consumer personality or the relationship between the brand image and advertising relationship. In this study, to break through the limitations of the study, at the same time to study key events marketing and consumer personalities on the impact of brand image and to explore the personality of the brand image of the consumer impact of the internal mechanism. In this study, the sampling method of matching the key events marketing to take the positive and negative matching survey. 445 consumers through a survey questionnaire developed a brand image, to determine the structure of the brand image, to explore the personality of consumers, the key event marketing, the relationship between the brand image. The study found that:(1) Brand image is a multidimensional construct, included in quality evaluation, price evaluation factors, evaluation of product performance, corporate image evaluation, advertising and advertising content rating six dimensions of evaluation style. (2) Description of key marketing events of brand on consumer preferences have a significant impact. (3) Description of the key ways of marketing events to effectively influence consumer evaluation of brand image. (4)Critical incident in the manner described in the marketing, consumer personality characteristics of the consumer evaluation of the impact of brand image has a buffer effect.