The Mechanism Form Of Customer's Share Of Wallet Based On Perceived Brand Value

With the development of market economy, the consumer market environment of China appears two trends:the supply exceeding the demand and product homogeneity. On one hand, the trends mean that consumers increasingly take many other factors into account in consumption. In this way, brand is regarded as one of the important criteria in purchasing. In other words, in the era of product homogeneity, brand has become a crucial factor in competition, and become marketing language and consumption language. On the other hand, the fierce competition in market makes some enterprises constantly increasing advertising investment, promotion activities for attracting new customers, in order to enlarge market share. The excessive dependence on market share makes some enterprise into the "market share trap", which means low profit, no profit or even negative profit.With the revealing of the inherent defect in the changing of the market competition environment and customer needs, the theory and practice of marketing are turning into the customer's share of wallet which focuses on the efficiency from the market share which pursues the quantitative scale. So far, compared with the market share, the exploration on customer share is still in the initial stage either theoretically or practically. The analysis of the mechanism form and influence effect of customer share in the view of the brand value is still blank. Therefore, it will play an important and positive role to research on the influence factors of customer's share of wallet, especially on the mechanism form of it.This research identifies the conception and the dimensions of customer's share of wallet, and makes up the model that describes the impacts of perceive brand value dimensions on share of wallet. Using the survey data of the Chinese shampoo brands consumers, the author tests the theoretical model and the hypothesis. Findings of the study indicate that perceive brand value includes: Functional Value, Symbolic Value, Experiential Value and the perceived risks. These dimensions influence share of wallet indirectly through customer satisfaction, brand preference and brand commitment. This paper also finds that Functional Value and Experiential Value influence share of wallet positively, while the perceived risks have negative influences. There is no directly significant impact between the Symbolic Value and the share of wallet.