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Consumer - based brand equity measurement and management

Author: DanFuZuo
Tutor: PanChengYun
School: Yangzhou University
Course: Business management
Keywords: Consumer awareness Brand equity measurement An Empirical Study Scale Development Management Model
CLC: F273.2
Type: Master's thesis
Year: 2008
Downloads: 428
Quote: 3
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Abstract


Chinese brand management by simple brand awareness development to the advanced stage of strategic management, not only a professional brand management institutions in the market, emerging internal senior brand management, corporate strategy development from a simple scale The expansion into the senior brand expansion era. The process of expansion of the brand, companies need to quickly identify high-value brand, and to maintain the continued growth of their brand value. Creating brand value of assets to assess academic research hotspot. In this study, brand equity as the research object, through theoretical analysis and empirical research, the development of consumer-based brand equity measurement scale was constructed based on the consumer brand asset management model. In this study, brand equity research at home and abroad are reviewed, and the knowledge to prepare and theoretical basis for the design and conduct of the study; through consumer interviews, we learned that the content of the consumer brand of basic cognitive interviews analysis of the present study provide the main dimensions of brand equity and the basis of the test item; questionnaire data is the basis of empirical and quantitative research, analysis of variance for us to select a cross-market, cross-brand, regional measure brand equity measured items, factor analysis and purification of the dimensions of brand equity and verify the effectiveness of the various dimensions; Finally, structural equation modeling, we explore the structural relationship between the dimensions of brand equity, verify that the \This article is divided into five parts: The first part introduces the realistic background and theoretical background of this study, defined the objectives of the study, the key issues to be solved, the practical and theoretical significance of the research, confessed this article methods, techniques, and research methods. The second section describes the generation and definition of the concept of brand equity on the progress and results of domestic and foreign scholars on the brand equity measurement theory and empirical research, and pointed out the inadequacies of the research. The third section describes the design and conduct of the consumer discussion comprehensively outlined the structure of consumer brand awareness through content analysis; questionnaire design and carry out analysis of variance, factor analysis, development the consumer-based brand equity measurement scale, and the scale reliability and validity of the test. The fourth section describes the structural equation modeling, testing and correction process, the establishment of brand equity pyramid model and the model is analyzed, brand asset management, based on the brand equity pyramid model. The fifth section summarizes this study innovation and inadequacies, and brand equity measurement possible future research directions.

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