An Empirical Study Of British College Students' Brand Perception And Purchase Tendency Of "Huawei" Mobile Phones

Brand knowledge as the essential core of brand equity has been discussed intensely.With the development of Chinese multinationals overseas,many researches focus on the overseas market itself;however,in this "consumer"-oriented era,few research focus on customers overseas,especially target on young customers brand knowledge and purchase intentions.This paper selects "Huawei",an internationally-renowned Chinese brand,samples high education students among the UK(with a bachelor degree or above),who has great potential for consumption and represents the future English consumers,and research on their brand knowledge towards Chinese brand"Huawei" and how its influence on their purchasing intentions,Base on Keller's brand knowledge and Biel's brand image measurement model,the questionnaire was designed to conduct small sample test and formal test.Using SPSS 23.0 performs descriptive statistics,reliability and validity tests;using AMOS 23.0 analysis structural equation model.Finally reaches following conclusions:Huawei mobile phone's brand awareness,corporate image,product/service image positively affects the UK university student's purchase intentions.Female consumers with relatively low income are more willing to purchase Huawei mobile phones.According to the research conclusion,it is proposed marketing advice like using social networks to increase overseas reputation and consciously shaping comprehensive brand image and so on.