The Relationship between Brand Image and Consumer Purchase Intention: An Investigation of Mediating Effects

Abstract

This study focuses on exploring how innovation in brand image influences consumers' purchasing intentions, and further analyzes the mediating variables-brand archetype and brand sentiment. Employing structural equation modeling, the path from brand image innovation to consumer purchasing intentions is scrutinized, while investigating how brand archetype cognition and brand sentiment experience mediate within. Data were collected through a questionnaire survey of consumers of clothing brands, empirically verifying the model's effectiveness. The results indicate that brand image innovation significantly enhances consumers' purchasing intentions through the roles of brand archetype and brand sentiment. This research not only enriches the theoretical framework of brand management but also furnishes businesses with practical strategies to augment consumer purchasing intentions through innovative brand image in fiercely competitive markets.