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Consumers of brand equity model and product market output mode structure of the relationship between research

Author: ZhangJunFeng
Tutor: LiangYun
School: Chongqing Technology and Business University
Course: Business management
Keywords: Brand equity Consumer model Product market output mode Consumer image
CLC: F224
Type: Master's thesis
Year: 2008
Downloads: 155
Quote: 0
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Abstract


To date from the 1980s, global enterprises have experienced a business from product branding and brand equity overall operational management stage, to enter a new era of brand competition. So far, domestic and international marketing sector is usually from three angles or mode of brand equity study: (1) the mode of consumer psychology. (2) market output mode. (3) financial market output mode. Advantages and disadvantages of the three perspectives, for example, based on consumer psychology perspective because this is a source of brand equity and therefore be able to predict its market potential, the drawback is that its not easy to calculate, and not directly reflect the straightforward financial indicators; Although you can make up for the shortcomings of the model based on consumer psychology, but because of its inspection only current brand assets, and therefore can only be expressed brand, and can not explain the result in this opposite perspective based on the product market output species status of the reasons, is also prone to short-term behavior of the brand management process, resulting from the long term results undermine brand equity. Therefore, it is necessary to study different perspectives of brand equity. This article discusses the domestic and foreign scholars on the basis of brand equity research, combined with the actual situation, to build the four dimensions of brand equity based on consumer psychology (Lenovo enterprise capabilities, brand awareness, perceived quality and consumer image) and in the product market theoretical assumptions of the relationship between the three dimensions of brand equity performance (capacity, premium brand extension capacity, brand loyalty) model. Empirical research methods to a mobile phone as a research object, by understanding the cognitive and views of users of different mobile phone brands in different aspects of the brand equity, brand equity deconstruction of the structural relationship between the consumer model and product market output mode and analysis. Empirical test found that there are structural relationship between the two modes, 11 through a significant test the 14 theoretical relationship assumptions. The study found that the four dimensions of brand equity consumer model (companies ability to Lenovo, brand awareness, perceived quality, consumer image) is the source of brand equity performance market output (brand extension capabilities, premium capacity, brand loyalty), . Brand awareness and perceived quality among consumers in China still holds the most important role, especially in the quality of cognitive play a key core role. In addition, the course of the study also build the image of the concept of consumer, given a certain supplement brand assets.

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