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.
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