Research On The Influence Of Brand Image Of Pasteurized Milk Of Huahua Dairy On Consumers’ Purchase Intention

As China’s consumer market has entered the era of brand economy,consumers’ demand turns to the expression of brand image,which plays an important role in consumers’ purchase intention.Brand is the soul of an enterprise,the promotion of brand image can improve the core competitiveness of an enterprise,so that the enterprise can obtain long-term stable development in the fierce market competition.Accordingly,this paper takes the pasteurized milk of Huahua Cattle Dairy as an example and adopts the questionnaire data of consumers in Nanyang City,Henan Province,to study the influence of brand image on consumers’ purchase intention.Based on the theories of consumers’ purchase preference and hierarchy of needs,the theoretical analysis framework of the influence of brand image on consumers’ purchase intention is constructed.Brand image is divided into four dimensions,and the mechanism of the influence of brand image on consumers’ purchase intention is deeply explored.The intermediary model of the influence of brand image on consumers’ purchase intention is constructed by taking perceived value as the intermediary variable.Starting from the influence of brand image on consumers’ purchase intention,this paper not only deepened the study on the influence of brand image on consumers’ purchase intention,but also provided reference suggestions for the optimization of the pasteurized milk brand image of Huahua Dairy.Firstly,based on the detailed review of domestic and foreign relevant literature,the paper defines the core concepts such as brand image,perceived value and purchase intention.Secondly,combining the theory of planned behavior,consumer preference theory and consumer purchase behavior theory,the theoretical analysis framework of "brand image-perceived value-consumer purchase intention" is constructed to explore the influence mechanism of brand image on consumer purchase intention.Thirdly,multiple regression method is adopted to conduct factor analysis on corporate image,product image,user image,marketing image,perceived value and purchase intention.The results show that the model is well fitted to the data and the variables are correlated and differentiated.On this basis,the stepwise regression method is used to verify the influence of brand image and perceived value on consumers’ purchase intention.The model was tested by using Hausmann test and instrumental variable method,and the mediating role of perceived value was verified by referring to the mediating effect test program.Finally,according to the empirical results,relevant countermeasures and suggestions were put forward from the perspective of improving the brand image of pasteurized milk and improving the perceived value.It is found that(1)brand image has a positive and significant impact on consumers’ purchase intention at the level of 1%.From the analysis of each dimension of brand image,corporate image,product image,user image and marketing image all have a significant positive impact on consumers’ purchase intention at the level of 1%.The influence of product image on consumers’ purchase intention is much higher than that of corporate image,user image and marketing image.(2)Corporate image,product image,user image and marketing image all have a significant impact on consumers’ purchase intention,and product image has the greatest impact on consumers’ purchase intention.(3)In the influence of brand image on consumers’ purchase intention,perceived value plays a part of the intermediary effect,that is,brand image can indirectly affect consumers’ purchase intention through perceived value.