The initiation of brand purchase on consumer goods — The effect of hygiene factor

For a consumer goods brand manager, one of his/her key jobs is to encourage brand purchase and then, improve brand value. Brand purchase is an important index to assess the performance of brand manager; however, it is usually influenced by complicated factors which can hardly be classified and clarified. Based on previous established Two-factor model in brand selection process, this paper investigated the “initiating” effect of brand purchase by studying the working mechanism of hygiene factor. As the results, it has been clarified that factors which can initiating brand purchase is different with factors which can further encouraging brand purchase. The difference reminds brand managers to adjust marketing resources according to different brand developing status. Therefore, the operation of brand system can be better controlled and marketing activities can be made more accurately and timely.