Title: The Impact of UNIQLO’s Brand Image on Chinese Consumers’ Purchase Intention
Author: Liu Qian
Advisor: Prof. Dr. Li Chunyou
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.648-656) Click PDF
Abstract
With China’s rapid economic development and changing consumer preferences, international clothing brands such as UNIQLO have achieved remarkable success in the Chinese market. This study aimed to explore the impact of UNIQLO’s brand image on Chinese consumers’ purchase intention. The research objectives include:1) To explore the impact of UNIQLO’s company image on consumers’ purchase intention; 2) To explore the impact of UNIQLO’s user image have impact on consumers’ purchase intention; 3) To explore the impact of UNIQLO’s product image on consumers’ purchased intention.
This study adopted the quantitative research method and used the Biel model to analyze UNIQLO’s brand image, including company image, user image and product image. A questionnaire was designed and distributed to 343 UNIQLO consumers for data collection. The results of this study indicate that UNIQLO’s company image, user image and product image have a positive impact on consumers’ purchase intention. Based on the conclusions drawn, the following suggestions are made for UNIQLO’s brand image: 1) To strengthen company image construction and actively assume social responsibility; 2) To focus on product and service quality and maintain product and service image; 3) To strengthen user image construction and shape brand personality.
Keywords: brand image, purchase intention, UNIQLO, clothing industry, Biel Model
The Impact of UNIQLO’s Brand Image on Chinese Consumers’ Purchase Intention /
6617195006 Liu Qian 2567 (2024) The Impact of UNIQLO’s Brand Image on Chinese Consumers’ Purchase Intention สารนิพนธ์ (Independent Study), Advisor: Prof. Dr. Li Chunyou, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University