The Influence of Marketing Mix (4Ps) and Brand Image on Consumers’ Purchase Intention: A Case Study of Hailan House in Xuhui District, Shanghai

Abstract

Hailan House 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 was to explore the relationship between Hailan House’s marketing mix, brand image and purchase intention. The specific research objectives were: 1) To examine the effect of marketing mix on purchase intention; 2) To examine the effect of marketing mix on brand image; 3) To examine the effect of brand image on purchase intention; 4) To examine the mediating effect of brand image in the influence of marketing mix on purchase intention.
Based on the marketing mix (4Ps) theory, this study adopted a quantitative research method and selected the consumers in Xuhui District of Shanghai as sample. A total of 420 questionnaires were distributed and 400 questionnaires were collected. The research results imolicate that: 1) Marketing mix has a positive impact on purchase intention. 2) Marketing mix has a positive effect on brand image. 3) Brand image has a positive impact on purchase intention. 4) Brand image has an intermediary effect on the relationship between marketing mix and purchase intention.
This study recommends the following aspects of improvement for Hailan House: 1) Optimize product quality and improve the aesthetics of the design; 2) Refine channel operations, and use offline experience and online media communication to jointly improve Hailan House market competitiveness; 3) Transform towards the younger brand, upgrade Hailan House from a man’s wardrobe to a national wardrobe, and expand the consumer audience.

Keywords: Hailan House, purchase intention, brand image, marketing mix

6617195413 Chen Ziang, 2568 (2025). Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), The Influence of Marketing Mix (4Ps) and Brand Image on Consumers’ Purchase Intention: A Case Study of Hailan House in Xuhui District, Shanghai, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย