THE INFLUENCE OF BRAND AFFECTING THE PURCHASING BEHAVIOR OF CONSUMERS OF DAILY NECESSITIES – A CASE STUDY OF CUSTOMER TRUST AS THE INTERMEDIARY VARIABLE

Abstract

            Brand is the foundation on which an enterprise relies on to survive and develop. In the information age, the transmission speed of information and technology is accelerated, and the homogenization of all kinds of daily necessities is serious, so that consumers cannot distinguish the advantages and disadvantages of products. Using the brand effect, enterprises can reflect the advantages of their products through brand differences, and consumers can also identify the required goods through the brand. Using customer trust, the brand effect is divided into brand quality, brand image and brand awareness to study the relationship between brand purchase behavior and brand trust. Empirical research results show that the brand effect and consumer purchase behavior and customer trust, and customer trust has an intermediary role between brand effect and consumer purchase behavior. Finally, according to the research results, this paper hopes to provide some reference for the development of the relationship between commodity brands and consumers.