Study On Information Communication Effectiveness Of High-tech Brand

Brand communication is the most important task in the process of building a strong corporate brand. Without effective brand communication, either outstanding brand strategy or the rich connotation of the brand can be reached and accepted by consumers, and bring the brand value to the enterprise. Now, the effectiveness of brand communication is a central issue concerned by academic research and marketing practice. Clarify the metric system and explore the key influencing factors of brand communication effectiveness makes a significant contribution for marketers to make communication strategy and optimize the allocation of various marketing resources according to different communication objection.Based on the available research achievements, this paper combined with the theory of consumer purchase decision theory, communication theory and customer based brand equity theory, proposed the brand communication effectiveness index system and the conceptual model and relevant hypotheses of factors affecting the effectiveness of brand communication. Then, selected the flat computer and flat panel TV as objects of study, applied diversified statistical analysis methods to verify the model and hypotheses.Main conclusions have made as follows:firstly, the effectiveness of brand communication index system involves four dimensions which are brand awareness, brand association, brand attitude and purchase intention, at the same time there is a path relation from brand awareness to purchase intention.Secondly, information source characteristics, information content, information appeals and the communication media are four key factors affect brand communication effectiveness for both two categories of products. However, the weight between various factors and the index are different in the two production categories.Thirdly, for the two types of samples, the four influence factors mentioned in this paper all have significant effect on brand communication effective. For the flat panel computer samples, the effect of four factos gradualy weakened according to communication media, information source, information appeals and information content; For the flat-panel TV sample, effect of information content, information source are more stonger than communication media and information appealsFourthly, information source has a notable moderating effect in both two kinds of samples. The more favorable of the information source characteristics, the information content have more strong effect on communication effect.Fifth, positive public oral information and media information can promote brand information communication effectiveness. However, rival brand information may weaken the original brand communication effectiveness. Overall, the information spread by the third party have more stronger regulating effect on the flat panel TV samples than the tablet computer sample.