Research On Customer-Based Brand Equity Of Software Company

In nowadays competition of market share, product features are no long the only focus, while brand helps managers win the competitive advantage. Since 1980s, scholars have conducted further research on brand equity, exploring theoretic models from the view of company and customers as well as conducting empirical test. However, there are some shortcomings in domestic and international research: (1) In customer-based brand equity research, the customers are general consumers, not the clients such as institutions, companies and governments. (2) The theoretic and empirical researches on brand equity emphasize comprehensiveness and universalism, but ignore the difference among brand equity of different industries. This leads to the result that the findings of research maybe not practicable. (3) The empirical researches involve manufactures of general consumables, not high-technology enterprises, let alone software companies. In this sense, it is important and necessary to do the research on brand equity structure of software companies with the clients such as governments, companies and institutes.Literature summary and interviews are employed in this thesis so that the hypotheses are put forwarded and validated through factor analysis and Structure Equation Modeling. Finally on the basis of empirical test result, suggestion on brand management of software companies is stated and discussed.There are six chapters. Chapter one is introduction, in which objective, significance and methodology of the research on brand equity of software companies are discussed. Chapter two is literature summary, including definition of brand equity and software companies, as well as the domestic...