Optimize Brand Culture Positioning to Improve Customer Perception of Brand Image and Purchase Intention

Guoguang Du; Jacquline Tham

doi:10.62051/ijsspa.v4n1.22

Authors

Guoguang Du
Jacquline Tham

DOI:

https://doi.org/10.62051/ijsspa.v4n1.22

Keywords:

Brand Culture Positioning, Brand Image Perception, Customer Purchase Intention

Abstract

This paper takes "optimizing brand culture positioning to improve customer perception of brand image and purchase intention" as the starting point and makes an in-depth exploration and research in the field of brand image. This is not only the exploration of brand cultural positioning, but also the exploration of brand image perception and consumer purchase intention. As a popular form of entertainment, dance drama and drama have emerged in an endless stream in recent years, and the output and quality of works have shown a rapid development trend, which has aroused the warm attention of consumers. These dance dramas and drama works not only play an important role in cultural inheritance, but also greatly promote social and economic development. Many dance dramas and drama works have formed a strong brand effect, which has greatly enhanced consumers' willingness to consume works. As the core element of brand image building, brand culture positioning not only covers all the characteristics of the brand, but also the focus of consumers when choosing a brand. At the same time, consumers' perception of brand image directly affects consumers' purchase intention. The competition in the business environment is essentially the competition of brands, and the competition of brands must first carry on the competition of brand image. In the process of globalization, how to create distinctive brand cultural positioning and greatly promote consumers' perception of brand image and purchase intention through brand cultural positioning is an important purpose of this study. This paper adopts research methods such as literature review and case study, and analyzes the commercial operation of dance dramas and drama works that have formed brand effect, such as dance dramas "Heaven Road", "Only This Green" and drama "Only A Dream of Red Mansions · City of Drama Fantasy", focusing on brand image to enable business direction, hoping to broaden the breadth and depth of research in the field of brand image. This will enrich the research results in the field of brand image.

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