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Exploring the Impact of Customer-based Equity on Customer Perceived Value

Author: CaiXiaoLei
Tutor: YuJianYuan；FuXiaoRong
School: Southwestern University of Finance and Economics
Course: Marketing Management
Keywords: brand equity customer perceived valued brand loyalty perceived quality motional value functional value
CLC: F273.2;F224
Type: Master's thesis
Year: 2009
Downloads: 202
Quote: 2
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Abstract


With the increasingly fierce competition between enterprises, marketing cost is sharply rising. As a result, the market information is more transparent; homogeneous tendency of product becomes obvious; customers get gradually mature; brand develops to an significant way to identify products and services in order to attract more customers; and more brand owners have noticed the importance of brand in the business. Since the beginning of the 1980s, due to the reform and opening-up and multinational companies’enter to the Chinese market by using the brand strategy, our local companies and society began to enhance brand awareness, create original brand. Thereby, the first time, brand asset get critical in Chinese entrepreneurs’mind.Well-known brands researchers Aaker and Keller believe that brand equity can not only create value for firms, but also for customers. This study selected China’s mobile phone market, in the form of a questionnaire survey to collect data, and study the relationship of brand equity based on the customer to customer perceived value. The studies were divided into three parts: The first part is to explore the literature, and summed up the three related brand equity definitions (based on financial, based on market and based on customer of brand equity) and the assessment method of customer-based brand equity; and do a systematic review about the main concept of customer-based equity and customer perceived value. The second part is to establish a model; this study has made a total of 12 research hypotheses. The third part is data analysis and model test.The results show that: (1) perceived quality has negative effects on perceived costs; brand awareness has positive effects on it; brand awareness, brand association have positive effects on emotional value; brand association, brand loyalty and perceived quality have a positive impact on perceived value; functional value and emotional value have a positive impact on the customer perceived value, the cost has a negative impact on the customer perceived value (2)the emotional value is the most important factor to influence the customer perceived value, and the brand awareness is the most important factor to impact the emotional value. In addition, brand awareness is the first step to know the brand. Hence, companies should focus on building brand awareness, which is the basis to increase the value of brand equity and customer perceived value.In contributions to the theory, this study uses an empirical method to analyze how various elements of customer-based brand equity impact the customer perceived value through its composite elements, proves the relationship between all the elements, and customer-based brand equity’s impact on customer perceived value. In addition, the introduction of perceived customer value model in this article, analyzes the source of brand equity from the view of customer, and improves Yoo, Donthu and Lee’s brand equity model and existing theory.in order to better companies’marketing work, this article proposes enterprises to pay much attention on enhancing its brand awareness; simultaneously, concentrate on building brand equity as a whole.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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