Hunan Normal University, Hunan, China, 410000
This paper takes university students as research object, using experimental research to show that the fashion and brand awareness of food have significant positive influence on the purchase intention, and that the brand awareness of food is more significant than that of food. Additionally, under the same brand awareness of foods, high-fashion foods are more likely to be bought than low-fashion foods, and compared with foods of low brand awareness, fashion has a more significant impact on the purchase intention of high brand awareness foods.
Food; fashion; brand awareness; undergraduate; purchase intention
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