Research on the Influence of Brand Marketing Strategy Diversification on Consumers' Purchase Intention
Year: 2024
Type: article
Abstract: This paper aims to explore the influence of brand marketing strategy diversification on consumers' purchase intention. In the increasingly fierce market competition, the diversification of brand marketing strategy has become an important means for enterprises to enhance market competitiveness. Through the in-depth analysis of the relationship between the diversification of brand marketing strategies and consumers' purchase intention, this paper aims to provide reference for enterprises to formulate scientific and effective brand marketing strategies. This paper considers that brand marketing strategy diversification has a significant impact on consumers' purchase intention, and puts forward a series of suggestions to optimize brand marketing strategy.
Author: Xinyue Zhang
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405866985