The Influence Mechanism of Regional Brand Perception on Consumer Purchase Intention from the Perspective of Brand Equity

Regional brands are significant symbols of a country or region’s competitiveness and a key approach to enhancing the market image of products and promoting local economic development. Nowadays, consumers are paying increasing attention to the “brand origin” when making purchases, and “regional brand perception” has become an important factor influencing purchase intentions. Based on the theory of brand equity, this paper reviews the research results at home and abroad in the past decade on the relationship between regional brand cognition, brand equity and consumer purchase intention. The results show that regional brand cognition can enhance consumers’ brand trust, perceived quality and brand association, thereby significantly improving brand equity and positively influencing purchase intention. Cultural identity, social value and brand local perception play a regulatory or mediating role in it. This paper initially constructs the influence mechanism framework of “regional brand cognition - brand equity - purchase intention” by using the literature analysis method, which can provide theoretical support and practical inspiration for regional brand strategic management and marketing practice.