Research On The Influence Of Brand Perception On Customer Role Behavior

Larry light once predicted that brand marketing should be the main battlefield of enterprise marketing in the future.With the development of society,consumers' cognition of a brand is the most favorable condition for the brand to occupy the market.Enterprises have their own brand,which is much more important than having cheap labor and factories.With the development of market economy,managers of enterprises find that the relationship between enterprises and customers is no longer just buying and selling.In the process of enterprise development,customers play an increasingly important role.Therefore,how to treat the relationship between enterprises and customers correctly on this basis,the key of this article is to improve consumers' perception of the brand,then help enterprises to obtain long-term core competitiveness.To this end,this paper builds a theoretical model of brand perception and customer role behavior,and explores the relationship between the three by introducing relationship emotion as an intermediate variable between the two.Based on the survey of BZDZ,it is found that:(1)brand perception and its dimensions have a significant positive effect on customer role behavior and dimensions,(2)brand perception and its dimensions are significantly positively correlated with relationship emotions,(3)relationship emotions is significantly positively correlated with customer role behavior.(4)The intermediary role of relationship emotion in brand perception on customer role behavior.This shows that companies can further enhance customer role behaviors from two aspects of enhancing customer perception of the brand and strengthening emotional management of customers to help the company achieve development.Finally,according to the research results and the analysis of the marketing situation and problems of the research enterprises,this paper proposes the improvement measures from four aspects,namely,to build a comprehensive quality management system,improve the company's brand management system,optimize the customer hierarchical management system,and strengthen the customer's emotional management,so that these improvement measures can further help bzdz company from Brand perception and relationship emotion improve the role behavior of customers,so as to help the enterprise win market share and achieve long-term development.