Brand Communication and the formation of consumer attitudes of university students.docVIP

 PAGE \* MERGEFORMAT 11 Brand Communication and the formation of consumer attitudes of university students Theory holds that modern advertising, brand communications must first determine the characteristics of target groups, and then introduced a corresponding product or service, that is necessary to target groups-oriented features to build the brand and look forward to their acceptance. Today, whether in the mass media, or professional research literature, a description of consumer attitudes of college students have much similarity. Specifically finds that has the following characteristics: (1) focus on an exciting, like the new way of life, like constantly trying new brands, brand loyalty is relatively low. (2) susceptible to the impact of idols, in particular, television and sports stars are staggering. (3) Brand and price factors equal importance, although the impact of the brand can not be ignored, but often constrained by their own economic strength, or will it sensible to consider the price factor. According to a survey (2006) in college students to buy goods considerations, price and brand breakdown of the first and third. In today’s society all the time every consumer is being affected by external factors complicated the impact of the environment in which students are relatively simple and closed. Therefore, the brand image of the communication for college students on campus should be based on the media and the Internet, newspapers, etc. as the carrier, affecting students or through reference groups (other students) spread indirectly affect the entire group, thereby affecting the formation of consumer attitudes to the personality, values, self and lifestyle have greatly changed. College Students Brand psychological formation and development of general experience of the brand message attention, perception, memory, Lenovo, creating motivation, trial, evaluation, trust, and loyalty in such processes. Brand Communication in essence, the relationship be