Abstract Two studies are conducted from the perspective of consumers’ brand effect drivers. Study 1 explores the structure of consumers’ brand knowledge through factor analysis, and proposes a double-track driving mechanism for consumers’ brand recognition. Study 2 proposes four basic market segments based on brand recognition drivers through cluster analysis, and answered the consumer characteristics of different market segments. The results show that: Consumer brand knowledge has a two-dimensional structure of brand experience and brand expectation; consumer brand recognition has a double-track mechanism driven by brand experience and brand expectation; based on different driving mechanisms, the market can be divided into double-driving market, experience-driving market, expectation-driving market and zero-driving market.
