With the development of technology in the years, the differences in performance and quality between goods have been narrowed. Consumers usually tend to consider the brand name of product that they are going to purchase at the stage of exploring information related to the product. Plus, as the income levels and living standards have been improved, the consumers purchasing pattern has ever changed. In the past, consumers expressed their concern on the material properties of the goods, but today consumers are paying more attention to their psychological needs as well as the material needs. In the paper, the author selects the Chinese consumers as the object to investigate the question of how the brand image and the brand awareness may affect the purchase intention focusing on the IKEA brand. The author has set up the hypothesis through the literature review, and performed an empirical test to grasp the relationships between the variable in question using the data obtained from the questionnaire.
The results of the empirical tests show that brand image and brand awareness positively affect the quality of the perceived product, which leads to the individual decision of purchase. It suggests the importance of improvement of the brand image and brand awareness level in enhancing the perceived quality and brand attitude by consumers and improving the purchase intention.