A Study of the Influence of Huawei’s Mobile Phone Brand Image on Consumers’ Purchasing Behavior

Abstract

With the improvement of people’s living standards, mobile phone consumers are more inclined to quality and durable products in the process of purchasing mobile phones, and branded products often represent high quality. In addition, the net recommendation value of Huawei’s mobile phone has also increased, with a large increase, indicating that more and more people recommend buying Huawei’s mobile phone to their relatives and friends around them. This study explored the influence mechanism of Huawei’s mobile phone brand image on consumer purchasing behavior. The three research objectives of this study were: 1) To explore the dimensions of brand image; 2) To build and verify the relationship model between the dimensions of brand image and consumers’ purchasing behavior ; 3) To examine the direction and degree of brand image’s influence on consumers’ purchasing behavior, and analyze its underlying mechanism.

This study adopted the method of quantitative analysis, 273 questionnaires were distributed, and the following conclusions were drawn through empirical analysis: (1) Brand image is classified into three dimensions: corporate image, product image and service image. (2) The three dimensions of brand image have a significant positive impact on consumers’ purchasing behavior. (3) Product image has the most significant impact on consumers’ purchasing behavior, followed by service image and corporate image, with only minor differences in influence among the three dimensions. Finally, this study puts forward targeted suggestions to address its limitations.

Keywords: Huawei mobile phone, brand image, purchasing behavior