Brand Communication and Product Innovation Research
The influence of the brand communication and the innovation of product design by questionnaire investigation on consumers’purchase willingness is studied using the factor analysis, correlation analysis, regression analysis and statistical theory with SPSS 16.0.The results show that the brand communication plays a significant role on effecting consumer’s purchase willingness towards products with ordinary designed appearances, on the other hand, the effect towards products with innovatively designed appeardhce is not that obvious, it depends on the consumers’fondness for the innovative products.
Brand Communication Sheep Mentality Product Innovation Design
Jin Gu
School of Automation Beijing University of Posts and Telecommunications Beijing, 100876, China
国际会议
温州
英文
451-455
2009-11-26（万方平台首次上网日期，不代表论文的发表时间）