保山小粒咖啡区域品牌形象对消费者购买意愿影响的实证分析OA

Based on Biel's brand image theory framework,this paper deconstructed the regional brand image into four dimensions:product,corporate,origin and consumer image,and constructed a theoretical model with perceived value as an intermediary variable to explain its impact on consumer purchase intention.The structural equation model was employed to analyze the collected data.The em-pirical results showed that product image and corporate image were key factors driving consumers purchase intention.In addition,per-ceived value played an important mediating role in the process of product,corporate and consumer image influenced purchase inten-tion.This study can provide specific theoretical basis and practical guidance for the brand construction and marketing strategies of Baoshan Arabica Coffee.