Research on Improving Consumer Purchase Intention by Enhancing Brand Image: Evidence from Field Experiments on Starbucks

How to improve consumer purchase intention and then corporate performance is a hot issue that enterprises are concerned about. Many researchers have investigated typical factors influencing from the dimensions of cultural factors, scarcity effects, market strategies. However, few types research available on how brand image affects consumers. Therefore, this paper uses Starbucks as an example identify relation between consumers hold by collecting data consumers’ purchasing behavior, evaluating images, conducting correlation heterogeneity analysis. Empirical results shown significantly correlated intention, which varies among groups with various characteristics. Correlation stronger if female, younger, earn lower salary, visits less frequently, or spends in single visit. This can help companies fully understand intention. In case, they make clear effectiveness their marketing when formulating business strategies obtain more turnover profit through method.