The influence of brand perception on the perceived quality: An empirical study in China

Quality is a life of product,and brand is one of cues to judge the product quality for consumers. this study takes 3g telecome brand in china as an emprical object,develops the conceptual model on the relationship among the brand perception including brand awareness,corporate perception,brand personality,benefit perception,subjective popularity and perceived quality,and product knowledge is introduced as moderator to the model. based on the analysis of 526 validate samples in the survey by spss 20.0 and amos 20.0 software,the result shows that the impact of subjective popularity is the most significant,and next is corporate perceptioin,brand personality and brand awareness would also impact perceived quality,however,the impact of benefit perception on perceived quality is insignificant. and product knowledge would moderate the effect of brand cognition on perceived quality. © 2013 pakistan journal of statistics.