At present, Chinese enterprises are recognized that the brands is important among the marketing competition and trying to investment and developing their band. They are trying to let the consumers to purchase their product for long time. At the same time with the developing of consumer psychology、consumer behavior and brand marketing that made the factors of the brand decisions get more and more attention, and set off different studies among the theories of brands from the scholars from local and overseas.
This paper has based on the theories of Brand Resonance Model and The Elaboration Likelihood Model. Through an investigation called “product’s eva luation and consumer’s consciousness”and use the data to support this paper. And the author found that the central route and peripheral route are also applicable to the brand subject.
This article hopes through this survey it can bring some inspires to the enterprises and aiming at different influence factors establishing distinct individuation strategy in order to provide the highest quality of service to the consumers. And enhance the loyalty from the consumers. At the same time it can make reference value to the study of the development and application of the consumer behavior subject and brand marketing subject
KEYWORDS： Emotion， Rational， Brand Decision ,central route,
Peripheral route
