Research On The Impact Of Perceived Brand Image Of Urban Community On The Continue Living Willingness Of Residents

Community brand image refers to the perception of community brand formed by community residents based on external stimuli or imagination.This research takes the community brand image as the research object,constructs a research model based on the model of the theory of reasoned action,takes the dimensional variables of the community brand image as the independent variables,takes the community residents’ willingness to live continuously as the dependent variable,and takes residents’ attitudes,face awareness and group conformity consciousness as the parallel intermediary variables,to explore the impact of various dimensions of brand image perception in urban communities on residents’ willingness to continue living.This study collected 370 valid samples through questionnaire surveys,and conducted empirical descriptive statistical analysis,reliability and validity analysis,difference analysis,correlation analysis,regression analysis,and mediation analysis.The main conclusions are as follows:(1)Community service image has the most significant impact on residents’ continue living willingness;(2)From the perspective of community types,the brand image of modern commercial housing communities is better than other community types;(3)The service image of the community is the most important factor affecting the residents’ sense of face;(4)the image of residents in the community is the main factor affecting residents’ attitude and group consensus;(5)the post-90 s group has a weaker perception of community brand image than other age groups.Combining the research conclusions and future community development trends,this study puts forward targeted suggestions for the building of community brand image:(1)Starting from the service image,the digitization,intelligence and branding of community services are closely related,and the diversification of services can broaden the community brand.The breadth of the image;(2)Starting from the image of the residents,reconcile the heterogeneity of the community residents and the contradiction of the publicity of the community space,release the value of the community space,create a neighborhood communication platform,and improve the depth of the community brand image with harmonious neighborhood relationships;(3)From Starting with the main body of governance,community brand building is inseparable from the main body of community governance,and innovative community governance models are inseparable from community party building,enhancing the vitality of the community,and enhancing the height of the community brand image with innovative thinking.