Title:
The Effects of Marketing Mix (4Ps) and Brand Image on Consumers’ Purchase Intention– Taking Huawei Mobile Phones in Haidian District of Beijing as An Example
Author:
Song Wenqing
Advisor:
Dr. Ma Yu
Degree:
Master of Business Administration
Major:
International Business Management
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
Proceedings
The 6th STIU International Conference “Innovative Leadership for Sustainable Development” on 10-11 May 2022, pp.924-929
Abstract
Huawei is one of the few Chinese brands that can expand globally with the help of its brand marketing strategy. This strategy aims to help customers recognize the product’s value, create and maintain a positive brand image, and establish a brand reputation by catering to customer needs, choosing products strategically, highlighting unique features and quality, and aligning with corporate culture. The purpose of this study is to explore the relationship between Huawei’s mobile phone marketing mix, purchase intention and brand image. The specific research objectives can be divided into: 1)To examine whether there is a positive effect of marketing mix on purchase intention; 2) To examine whether there is a positive effect of marketing mix on brand image; 3) To examine whether there is a positive effect of brand image on purchase intention; 4) To examine whether there is a mediating effect on brand image in the influence of purchase intention.
Based on the marketing mix (4P) theory, this study adopted a quantitative research method and selected the population in Haidian District of Beijing as the samples. A total of 420 questionnaires were distributed and 400 questionnaires were collected. In addition, relevant research hypotheses are put forward, mainly by exploring the internal relations and verifying the hypotheses to draw a conclusion:(1)Marketing Mix has a positive effect on purchase intention;(2)Marketing mix has a positive effect on brand image; (3)Brand image has a positive effect on purchase intention;(4)Marketing mix has a mediating effect on brand image in the influence of purchase intention.
Keywords: marketing mix, brand image, purchase intention, Huawei mobile phone.