Corporate Image Cognition Influence Perceived Quality and Purchase Intention Empirical Research
Affiliation(s)
Economics and Management School, Tianjin University of Technology and Education, Tianjin, China. Economics and Management School, Beijing University of Posts and Telecommunications, Beijing, China.
Economics and Management School, Tianjin University of Technology and Education, Tianjin, China. Economics and Management School, Beijing University of Posts and Telecommunications, Beijing, China.
ABSTRACT
Based on the theory of corporate image
and perceived quality, we researched influence of consumers corporate image
cognition on consumers perceived quality and purchase intention. We take the telecoms
operator as practical example to do questionnaire survey and analyze the data
with SPSS16.0 and structural equation model; the research results show that
consumers’ corporate image cognition directly and prominently affects perceived
quality instead of consumer purchase intention; It also shows that in china
marketing environment, the social image of corporate image has the greatest effect on consumer
perceived quality, followed by staff image and marketing image.
Cite this paper
J. Li, J. Li and Y. Zheng, "Corporate Image Cognition Influence Perceived Quality and Purchase Intention Empirical Research," iBusiness, Vol. 5 No. 3, 2013, pp. 162-167. doi: 10.4236/ib.2013.53B035.
J. Li, J. Li and Y. Zheng, "Corporate Image Cognition Influence Perceived Quality and Purchase Intention Empirical Research," iBusiness, Vol. 5 No. 3, 2013, pp. 162-167. doi: 10.4236/ib.2013.53B035.
References
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