An Empirical Study on the Impact of Advertising Brand Awareness on Consumer Purchase Intention in the Backdrop of Rural Revitalization
Regional economy is the foundation of the national economy and a key support for achieving national strategic goals.The report of the 20th National Congress of the CPC emphasizes the need to promote"urban-rural integration"and"regional coordinated development.""Vibrant prosperity"is not only the premise for solving rural issues,but also an important way to promote high-quality development of the regional economy.The establishment of brands can effectively promote industrial prosperity.Starting from the perspective of consumer brand awareness,this paper proposes hypotheses and constructs a model to analyze the impact of advertising brand awareness on consumer purchase intention.The empirical analysis is conducted on different types of rural industries as research objects through methods such as questionnaire surveys,and the data obtained is subjected to correlation analysis and regression analysis to verify the research hypotheses.The results show that brand awareness,brand image,consumer perceived quality,and consumer perceived value all have significant positive effects on consumer purchase intention.Based on this,suggestions are made on government guidance,brand construction,brand quality,brand promotion,and brand images.
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