Corporate Image Cognition Influence Perceived Quality and Purchase Intention Empirical Research

摘要

Based on the theory of corporate image and perceived quality, we researched influence of consumers corporate image cognition on consumers perceived quality and purchase intention. We take the telecoms operator as practical example to do questionnaire survey and analyze the data with SPSS16.0 and structural equation model; the research results show that consumers’ corporate image cognition directly and prominently affects perceived quality instead of consumer purchase intention; It also shows that in china marketing environment, the social image of corporate image has the greatest effect on consumer perceived quality, followed by staff image and marketing image.