Consumer-Based Brand Equity Model Building And Empirical Research

The brand equity is the forefront theory of brand research. Based on the concept of brand equity, this paper reviews and collects the latest research results at home and abroad.This paper focuses on the concept and dimension of brand equity, the brand equity model of Aaker model, Keller model, Biel model, Netemeyer model and Jinchao Yang model based on different perspectives, and makes a brief summary and evaluation for brand equity theoretical model.Based on the theoretical summary, the paper chooses to research brand equity from the point of consumer. In the definition of brand equity, the relationship between brands and consumers has been considered as an indispensable and important part of brand equity. Therefore, measuring brand equity from a consumer's point will be more theoretical and practical value.In this paper, based on well-known American brand expert Keller made customer based brand equity (CBBE) concept of brand equity through the literature carding, analysis, and scholars from some of the research results, based on the establishment of consumer brand equity model ( CBBE model).This paper tests integrity and applicability of the model through McDonald's empirical analysis.Finally, the paper described the conclusions and inadequate, and that further research directions.