Research On The Influence Of Chinese Mobile Phone Brand Image On Burundi University Students' Buying Behaviour

With the continuous improvement of the degree of global economic integration,product homogeneity has become increasingly serious,relationship marketing has become a magic weapon for enterprises to win competition,and the relationship between consumers and brands has gradually attracted the attention of academics and business circles.The rapid upgrading of mobile phone products,the shrinking of life cycles and the improvement of people's living standards have promoted the continuous change of consumer consumption concepts and tastes,which has brought great challenges to the development of mobile phone companies and consumers' purchase decisions.Since the 20 th century,brand image has been widely studied for its important role in building brand image.In an increasingly competitive world market,companies need to better understand consumer behavior in order to develop effective marketing strategies.The relationship between consumer perception of brand image and consumer behavior is very important.In recent years,research has emphasized that because a company or product has a good brand image,the price that consumers are willing to pay for the brand,thereby making the brand valuable.Brand image as a system,its function is self-evident: a brand can have a strong appeal to consumers,make them loyal to consumers,and bring a lot of profits to the enterprise.When buying foreign brands,consumers have to trust the brand before buying.This study explores the impact of brand image on purchase behavior in detail,and studies how brand image influences purchase behavior through brand trust.Burundi college students using Chinese mobile phone brands were selected as the research sample.This study uses questionnaire tools to collect data.Cronbach 's Alpha analysis was used to test the reliability of this study.This study conducts an empirical test by using regression analysis to examine the relationship between brand image,brand trust,and buying behavior.To test the mediating effect of brand trust,this study uses the Sobel test.The results show that: Chinese mobile phone brand image has a significant positive impact on Burundi university students' buying behavior;brand trust has a positive impact on purchasing behavior;brand trust has a significant impact on the relationship between brand image and buying behavior.Finally,this paper summarizes the deficiencies and limitations in the research,and proposes future research directions and assumptions.