Research on the influence of brand image on consumer behavioral tendencies taking LI NING sports shoes as an example

Citation

Song, Kai. (2017). Research on the influence of brand image on consumer behavioral tendencies taking LI NING sports shoes as an example. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

This paper argues that the influence of brand image determines the consumer behavioral tendencies. The unique brand image can help enterprises establish brand positioning, prevent brand competition and improve market performance of brands. The brand image consists of three dimensions: brand performance, brand personality and company image, and there is no hierarchical relationship among the three. Among them, the brand performance is the main factor that affects the consumer behavior tendency; the brand personality affects the consumer behavior tendency, but the influence degree is weak; the company image indirectly influences the consumer behavior tendency through the brand performance and the brand personality, influences. The article points out that enterprises can make brand positioning through three brand images, that is, the positioning of brand function attributes, brand personality positioning, company image positioning and brand image management, that is, the process of enterprise brand positioning. For Chinese enterprises, the brand personality and corporate image positioning more worthy of attention. Developing a unique brand image, establishing a brand strategy attractive to the differentiated brand image, and strengthening promotion of the corporate brand image are the fundamental ways to improve customer loyalty.

Keywords:  Brand image, Brand performance, Brand personality, Corporate image, Consumer behavioral tendencies, Influence.

Research on the influence of brand image on consumer behavioral tendencies taking LI NING sports shoes as an example

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand