近些年来,许多企业都意识到了品牌在市场竞争中的重要性,开始注重投资于品牌知晓和品牌形象的建设。企业品牌传播的最终目的就是为了使消费者选择并购买其品牌产品。因此,企业必须从消费者的角度来了解哪些因素影响了消费者的品牌选择行为,从而更好的走品牌之路。 In recent years, many companies are aware of the importance of brand in the market competition, began to focus on investing in brand awareness and brand building. The ultimate goal of corporate brand communication is to enable consumers to choose and buy their branded products. Therefore, companies must understand from the perspective of consumers which factors affect consumer brand choice behavior, so as to better take the brand road.