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Research on the Relationship of Brand Equity Elicited by Commercial Banks and Market Performance in China

Author: DanPeiJun
Tutor: YangXiaoMing
School: Nanjing University of Aeronautics and Astronautics
Course: Business management
Keywords: Commercial bank Brand equity Market Performance
CLC: F832.33
Type: Master's thesis
Year: 2011
Downloads: 103
Quote: 0
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Abstract


Brand management in Europe and the United States for nearly a hundred years of history , has experienced the initial stages of the spread from the establishment of the brand identity , to professional brand management stage , to the stage of the brand assets . The international leading commercial banks usually have a well-known brand of the company , for them to attract the best talent into emerging markets to provide a strong support . China 's commercial banks in the face of fierce competition after the full liberalization of the financial sector , and how to maintain the relationship with the consumer , to maintain the healthy and stable development of competitive advantage , is the need to think about China's banking industry . Brand , as the most effective link between between the commercial banks and consumers , able to convey to consumers the cultural values ??of the commercial banks , to strengthen its trust of consumers . This normative and empirical research on the relationship between brand equity and market performance of China 's commercial banks , in a bid to improve the construction of the brand assets of the commercial banks in China . This article first introduce brand equity theory based on brand building and management of commercial banks in China the status quo analysis ; Secondly, based on the brand equity of the minds of consumers as the starting point , to the overall brand of the retail business of commercial banks in China as the research object to construct a model of brand assets - market performance of China 's commercial banks ; same time, the design of the questionnaire and model empirical analysis ; final revised model reflects the brand equity of commercial banks based on the mind of consumers by consumers to experience the brand communication and overall brand association, brand resonance of the four dimensions of market performance dimension extending force by the brand , price flexibility , repeat purchase intention three dimensions constitute the structural relationship between brand equity and market performance ; Finally , the results of the study analysis , and recommendations to improve brand asset management of commercial banks in China .

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Financial organizations, banks > Commercial banks ( specialized banks )
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