The Influence Of Media Brand Image On Product Quality Perception And Brand Function Evaluation

Based on the audience perspective,this thesis focuses on media brand image,and discusses its theoretical composition,function and the influence.A control experiment(n = 90)of 2(cognitive perception high / low)* 2(affection perception high / low)* 2(product exposure time long / short)was designed and using spss20.0 to analyze the data,it was found that: Cognitive perception and affective perception have significant positive effects on the evaluation of media brand function,in which the effect of affective perception is more significant.When the media product exposure is short-term,affective perception has a significant impact on the quality perception of media products,and the media brands with low affective perception have higher quality perception,which is affected by the media brand expectation variables.The media product exposure affects the quality perception of media products,and the quality perception of short-term exposure is lower.Finally,based on the practicing of media brand image,this research visualizes the data with Anaconda 3.7.6,analyzes and classifies video media brands(four types),and gives suggestions on improving media brand image.