The Influence of Brand Functional Value and Brand Country of Origin on Brand Preference the Moderating Effect of Product Scarcity and Social Media

Wang Xu ； Sze-Ting Chen

《DPU International Conference on Business Innovation and Social Sciences 2022》 2022 (2022/05) Pp. 23-33

https://doi.org/10.29754/caicictbs.202205.0003

摘要

In marketing activities, the sales of goods not only depend on the low price and the improvement of technology, but also depends on the degree of consumers' commodity brand preference. Among them, brand functional value and country of origin effect are two important influencing factors of brand preference. Therefore, it is necessary to explore the relationship between brand value structure and brand preference based on the theory of brand value. At the same time, product scarcity and social media publicity are taken as regulatory variables. It is found that there is a significant positive correlation between brand functional value and brand preference, and there is a significant positive correlation between brand country of origin and brand preference. Product scarcity positively regulates the relationship between brand functional value and brand preference, as well as the relationship between brand country of origin and brand preference; Social media publicity positively regulates the relationship between brand functional value and brand preference, as well as the relationship between brand country of origin and brand preference. The research of this paper will help to enlighten and guide relevant enterprises and choose more appropriate brand management methods and approaches.

關鍵字

Brand Functionality ； Product Scarcity ； Brand Preference