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Study of the Biel Model Influence on Snack Food Brand Image for Guizhou Consumer Purchase Intention

Xiangyu Long


This study explores the value of snack foods by referring to brand development through the Bell model. The question of which perceived product value dominates has been addressed through brand image and perception, whether multiple product values can enhance consumer brand preference/purchase. This study investigated the relationship between product value, brand preference and perception, and purchase intention of numerous perceived snack foods. Relative and derived purchase intention measures have a more pronounced effect on brand and price. Consumers claiming to be value-conscious are more influenced by value, but consumers with the brand as their primary purchase intent emphasize liking. The three research objectives are; to analyze the influence of brand image on consumers' intention to buy snack food in Guizhou, to explore brand image on the intention of Guizhou consumers in buying snack food, and to suggest ideas for strengthening the brand building for the snack food sales strategy for Guizhou consumers.


Bell Model; Snack Food Brand Image; Consumer Purchase Intention

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DOI: http://dx.doi.org/10.18686/fm.v7i5.6515