The Impact Imposed by Brand Elements of Enterprises on the Purchase Intention of Consumers-With Experience Value Taken as the Intermediary Variable.

ABSTRACT: Against the backdrop of China's current dual-circulation paradigm, consumers have experienced the transition of their demands for products from price-driven needs to brand-driven needs. On the one hand, improving the value of consumer experience during brand building can enhance the exchanges and interactions between brands and consumers, facilitating the co-creation of value. On the other hand, the improvement of consumer experience can continuously strengthen the internal power of the construction of enterprise brand elements, and promote consumer-brand identity so as to constantly improve consumer purchase intention. In this study, we have taken consumers from the B2C market as the survey group while innovatively studying the impact imposed by brand elements on the purchase intention of

SUBMITTER: Zong Y 

PROVIDER: S-EPMC9220800 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature