Research On The Influence Of National Tide Brand Image On Repeated Purchase Intention

National Tide Brand into the trend style into the brand image design,design products with the Chinese specific elements,is the combination of country and tide,the combination of tradition and modern.The image of the national tide brand is a key factor in improving the company’s competitiveness and strengthening its relationship with consumers.Along with the revival of the national tide brand,there has been excessive hype and blind following of the trend in pursuit of momentary traffic,which tend to create negative associations with the national tide brand and are not conducive to increasing consumers’ repetitive purchase rate of the national tide brand.The willingness of consumers to repeat purchase is an important indicator to measure consumers’ repeat purchase.So,how does the image of the brand affect consumers’ willingness to make repeat purchases? What is the path of influence of the brand on consumers’ repeat purchase intention? The answers to these questions can help companies to improve consumers’ repeat purchase intention by creating a good brand image of national tide.Based on the above perceptions,this paper will explore the influence mechanism of national tide brand image on consumers’ repetitive purchase intention based on the theory of social identity,self-consistency theory and the theory of planned behavior,from three dimensions: corporate image,product or service image and user image,and further discusses the mediating effect of brand attachment between national tide brand image and consumers’ repetitive purchase intention.The moderating effect of product involvement in the relationship between national tide brand image and consumers’ willingness to repeat purchase is verified.The paper was based on a literature review,hypotheses and a theoretical model,and the data was collected using a questionnaire survey.The empirical results of this paper show that: brand image and its dimensions have a positive effect on consumers’ willingness to repeat purchase;brand attachment partially mediates the relationship between brand image and its dimensions and consumers’ willingness to repeat purchase;product involvement positively moderates the relationship between brand image and consumers’ willingness to repeat purchase.This paper enriches the research on the relationship between brand image and consumers’ willingness to repeat purchase,and provides theoretical support for management decisions and marketing strategies to build a good brand image of national tide and thus increase consumers’ willingness to repeat purchase.Based on the research findings,this paper proposes the following recommendations: in the process of development,the brand should establish a good corporate image,meet consumers’ needs for products or services,launch products that meet consumers’ needs,promote consumers’ brand attachment,and ultimately achieve an increase in consumers’ willingness to repeat purchases.