Study On The Effect Of Brand Knowledge On Brand Choice

In September2013, the global leading brand of mobile phones nokia was acquired by Microsoft, which greatly focused by brand management research field. The affair led to people think about what is a strong brand, how to build and manage strong brand again,which is the focus of this article, namely what it means to a brand when it has high consumer brand knowledge, including brand awareness and brand image, and whether it will promote consumer brand choice? This article argues that strong brands are those who have a continuous, high frequency consumer brand choice.This article embarks from the consumer purchase decision model, and based on the theory of brand equity models, building a model explains the effect of brand knowledge on consumer brand choice. On this basis, this paper collected387valid consumer questionnaires in mobile phones, using SPSS19.0and AMOS17.0take an empirical study. Then put forward that brand management should make right brand management strategy considering the different situation of different brand life cycle. The main conclusions of this study are as follows: First, the effect of brand knowledge on brand choice is significant. Brand awareness has a direct effect on brand choice, the standardized coefficient is0.226; Brand image has a direct effect on brand choice, the standardized coefficient is0.206.Second, the effect of brand knowledge on brand attitude is significant, but different dimensions of brand knowledge have differerent effects on brand relationship. Brand awareness significantly influences brand attitude and brand relationship; brand image has a significant effect on brand attitude, however, it does’t significantly effect brand relationship.Third, brand attitude and brand relationship play a significant intermediary role on the effect of brand knowledge on consumer brand choice. Brand awareness has a significant effect on brand choice via brand attitude, the value of mediate effcet is0.057; brand image has a significant effect on brand choice via brand attitude, the value of mediaten effect is0.080. Brand awareness has a significant effect on brand choice via brand relationship, the value of mediation utility is0.106; however brand relationship can’t play a mediate effect between brand image and brand choice without the help of brand attitude, brand relationship and brand attitude form a chain mediate variable plays a mediate effect between brand image and brand choice.Based on the research results above, this article puts forward brand management suggestions based on the understanding of each stage of brand life cycle as follows:(1) brand management strategy of start-up stage-manage brand knowledge first;(2) brand management strategy of growth stage--maintain brand knowledge, focus on brand attitude;(3) weaken the inherent brand knowledge, build strong brand relationship.In the end of the paper, puts forward the insufficient of this article and prospects.