Research on the Influence Mechanism of Brand Identity on Sichuan Liquor Purchase Intention

Sichuan liquor was selected as the research object. Based on the theory of consumer perceived value and SOR theory, a SOR theoretical model was constructed with brand identity as the independent variable, perceived value as the mediating variable, and purchase intention as the dependent variable. Through questionnaire survey and empirical research, the results show that brand identity has a positive impact on the purchase intention of Sichuan liquor consumers, brand identity has a positive impact on functional value, social value and emotional value, functional value, social value and emotional value have a positive impact on the purchase intention of Sichuan liquor consumers, and the three play an intermediary role between brand identity and purchase intention.