关键词: 自主汽车品牌, 品牌拥护, 结构方程理论

Abstract:

In view of the current situation that independent automobile brands are big but not strong in the domestic market, this paper took Chinese independent automobile brands as the research object, analyzed the consumption psychology of Chinese consumers, and discusseed the influence of brand cognition, customer experience, perceived novelty, perceived practicality and friends' recommendation on brand advocacy, and with customer purchase intention as the mediating variable, the structural equation theory was used to construct, test and revise the model, and the hypothesis test was carried out. The results show that customer experience, perceived novelty and friends' recommendation can directly promote customers' purchase intention and brand advocacy, while perceived practicality can indirectly promote brand advocacy, while brand cognition can only directly promote brand advocacy. Purchase intention plays a mediating role among customer experience, perceived novelty, perceived practicality, friends' recommendation and brand advocacy,but does not play an intermediary role between brand cognition and brand advocacy..

Key words: Independent automobile brand, Brand advocacy, Structural equation theory