The Influence of Brand Culture and Effects on Consumer Behavior

College of Food Science and Engineering, Shaanxi University of Science & Technology, Xi'an, 710016, China

^* Corresponding author: 202104090127@sust.edu.cn

Abstract

With the development of the market economy, and the improvement of people's consumption level, the types of commodities, forms of consumption and brands become more and more. Consumers' consumption concepts have changed, and at the same time, the enterprise's operation, entrepreneurship, marketing strategy has also been optimized with the change. In the red sea market with serious homogenization, consumers use the brand to screen the goods, and brand culture as the core value of the brand, the key image, and the brand effect produced by the brand plays a vital role in influencing the consumer's behavior. In order to specifically study the relationship between the two, and its impact on the specific behavior of consumers, psychology. This paper reviews the existing literature, collects it, integrates its ideas and then uses a questionnaire to enquire about consumers' preferences when choosing similar products. At the same time, research on the acceptance range of brand premium, the reasons for brand loyalty, recognition of the brand culture, love of the underlying factors and so on. The data analysis revealed multiple complexities of brand culture and effects on consumer behavior, but an overall positive influence.