| Brand association has always been a hot topic of academic concern for a long time.Most of the similar research is based on the research of Western scholars.Focusing on two topics,the first is to study the impact of the dimensions of brand association on brand associations.The second is to study the association between brand association and consumers’ purchase intention or consumption behavior.Domestic research Still in the exploration stage,and domestic research does not conduct in-depth exploration of consumer brand associations for product types.Based on the CBBE model,this paper divides brand association into three dimensions of attributes,interests and attitudes,and takes impulse goods as the research object,and explores the relationship between each dimension and the brand association that causes consumers to counteract the impulse,and find the dimension that has the closest relationship with the brand association,that is,to explore the empirical research on the influence of each dimension on the association of the brand of the impulse goods.This research focuses on solving consumer concerns about impulse brand associations.Trying to answer the following four relationships: the influence of attribute dimension on consumers’ formation of impulse brand association,the influence of interest dimension on consumers’ formation of impulse brand association,the influence of attitude dimension on consumers’ formation of impulse brand association.Which of the most prominent dimensions of the impulse brand association is.In order to verify the influence of each dimension in the theoretical model on the brand association of impulse goods,the author selects the mature scale of foreign scholars as the main research tool for the research hypothesis,and corrects the scale through the previous focus group interview,and then designs the questionnaire.To ensure the validity and reliability of the questionnaire were tested by a small sample survey.Then,208 valid questionnaires were collected through formal investigation,and the recovered data were analyzed by SPSS.23.Four conclusions are obtained: attribute association,interest association,attitude association have a positive correlation with the formation of impulse brand association;interest association has the most significant positive effect on the formation of impulse brand association.Through empirical research,the author finds that the various dimensions of the products themselves play a role that cannot be ignored for consumer to generate brand associations.If want consumers to generate strong brand associations,various enterprises need to meet consumers’ attributes,interests and attitudes and need to focus on the needs of consumers.In theory,the four conclusions obtained in this paper: attribute association,interest association,attitude association have a positive correlation with the formation of brand association of impulse goods;Interest association has the most significant positive effect on the formation of brand association of impulse goods.The attribute,interest,attitude dimension of the impulse product,especially the dimension of interest in the mind of the consumer,the stronger the brand association formed by the consumer.In practice,it can also guide enterprises to strengthen their own products strength from the above three aspects,and thus stimulate consumer brand association.The main feature of this research and the main contribution is the introduction of impulse goods,a small classification of consumer goods.In the past,there was no research on brand associations for product types;The second is to use the CBBE model as the basis for the study of brand association impulse goods.In the past,most of the literature used the CBBE model to study brand knowledge or brand equity.This study selected a part of the CBBE model to study the dimensions of consumers in detail.The role of impulse brand association.The second is to use the CBBE model as the basis for the study of impulse brand association.In the past,most of the literature used the CBBE model to study brand knowledge or brand equity.This study selects a part of the CBBE model to study in detail the role of each dimension in the formation of consumer brand associations. |
