The Influence of Brand Culture on Consumer Purchasing Behavior Intention

In the current context of economic globalization, international brands continue to come in and local brands continue to emerge, with a large number of brands. Competition in the market is fierce in all industries. And how to stand out from the many brands, correct positioning and timely update the cultural connotation of the brand is an important means of brand personalization, enhance brand image and competitiveness. This paper takes brand identification as the mediating variable, and researches brand culture from three dimensions of emotional value, social value and cognitive value. To establish a research model of cultural influence. On consumer buying behavior. It finally shows that emotional value, social value and cognitive value have a positive impact on brand identity. Therefore, injecting cultural connotation into a brand is crucial for enhancing brand identity and shaping brand characteristics. This study has certain theoretical and practical significance for corporate brand managers.