Brand communication and product innovation research

摘要

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 appearance is not that obvious, it depends on the consumers' fondness for the innovative products.