Driving Factors And Constituting Dimensions Of Brand Equity Based On Customer Mind

Along with the development of economy, the brand has become the most important means to obtain the excess profit, and also become the most competitive and valuable intangible assets. At prensent, more and more enterprises have recognized the role of brand and economic value. Therefore, many enterprises set out to study the brand intangible assets. However, most researchers mainly focuses on the connotation and measurement of brand equity, and there are still some Field of study, such as the driving factor and product market of brand equity. Based on the above analysis, the paper will argue the main driving factors and constituting dimensions of brand equity from the customer mind. The main contents include as follows:Through the existing literature at home and abroad, and theory of cognitive psychology, information economics theory, consumer behavior, customers mental model, information economics theory, consumer behavior, customers mental mode, the paper constructs the integration analysis modelof the formation of brand equity based on customer mind(CBBE). In theory model, the driving factors of brand equity based on customer mind includes marketing strategy, brand effect and brand image; the constituting dimensions include perceived quality, perceived risk, perceived value, brand awareness/brand association and brand loyalty; and the customers will buy the product at a premium after the formation of brand equity.Thereafter, based on the integrated analysis model and literature at home and abroad, the paper constructs three sub models: driving factors model, constituting dimensions model and market output model. according to the three sub models, the paper put forward the corresponding research assumptions and measuring scale. Through the small-scale interview, the paper further modifies and adjusted the initial scale, and formed the initial questionnaire.In the empirical research, the paper launches a small-scale preliminary survey in view of the initial questionnaire. Traditional preliminary survey tends to adopt the single method to analyze the questionnaire. Therefore, there are often some problems, such as to delete items by mistake or to keep excess measurement item. In order to overcome the deficiency of the traditional methods, the integration project analysis is applied to the preliminary survey, and then combines with factor analysis and reliability analysis to analyze the questionnaire. The results shows that the method can improve the effectiveness of the preliminary investigation.For driving factors of brand equity based on customer mind, this paper uses the structural equation model to study empirically the marketing strategy, brand effect and brand image on brand equity based on the customer mind. The results show that the price, advertising and sales promotion will positively influence the formation of brand equity, and effect of channel density is not significant; the product symbolic utility has a significant influence on the formation brand equity, and brand symbolic utility has no significant impact on brand equity; the corporate image and user image will significantly affect the formation of brand equity; Symbolic utility, corporate image and user image have a positive intermediary effect between the enterprise marketing strategy and brand equity.The constituting dimensions of brand equity based on the customer mind mainly has two paradigms: cognitive psychology dimensions and information economic dimensions. From the integrated perspective of cognitive psychology and information economics, the paper puts forward the model of brand equity dimension. Through the structural equation model and multi-group structural equation model, and take cell phones, shoes and toothpaste as examples, the paper confirms the reliability and validity of integration model, and all the establishment of the research hypothesis.Brand equity based on customer mind will have a positive impact on customers’ purchasing behavior, and the most major characteristic is that the customers will buy the product at a premium. This paper uses cumulative logistic random coefficient model to study empirically the effect of the constituting dimension of brand equity on the output of product market. The results show that perceived quality, perceived risk, perceived value, brand loyalty will have a positive impact on the premium payments, and brand awareness/brand association has no significant impact on the premium payments.Through the above research, the paper constructs relatively complete research framework of brand equity, and provides the reference of research methods, and further expands the research field of brand equity. Brand equity based on customer mind has always been a hot issue of research at home and abroad. the paper hopes to promote the theory research of brand equity.