Research On The Influence Of Brand Equity On The Repurchase Intention Of Customer

With the development of Notebook PC industry, branding has become the trend of competition which has promoted the success of good companies and failure of bad ones. Therefore building brand is crucial to all of them. At the same time, personal PC market is growing rapidly which almost equals to the business market. Many international computer companies have launch into the market of China and more and more people want to renew their computers. In order to take advantage in these competitions, domestic computer companies must build strong brands. Based on this information, this paper begins to discuss.Firstly, the author summarizes the literatures on repurchase intention, brand equity, and the research of brand equity on the repurchase intention of customer. Then the author begins with the Netemeyer's model and modifies it according to the factors which can affect repurchase intention of customer and the characteristics of notebook PC industry. At last, the author sets up the model of the influence of brand equity on the repurchase intention of customer based on the notebook PC industry.According to this model, the author designs questionnaires and survey customers who have had a notebook PC. Then the author uses SPSS to analyze the questionnaires and find out that brand recognition and perceived value are the direct antecedent of repurchase intention and brand image, perceived quality and brand uniqueness can indirectly affect repurchase intention through brand recognition and perceived value. Besides that, the author finds out that perceived value which mainly comes from brand uniqueness is crucial to repurchase intention. The author also finds out that brand image is the direct antecedent of brand recognition. Finally, the author further modifies the model based on the outcome of market research.After that, the author deeply analyzes the meaning which the model shows based on the notebook PC industry. The analysis indicates that, (1) the reason why brand recognition is the direct antecedent of repurchase intention is that customers are not familiar with computers and the perceived difference in brand recognition; (2) the reason why brand image is the indirect antecedent of repurchase intention is that different brands can't embody the image of customers; (3) although there is no difference in perceived value between different brands, perceived value is still the direct antecedent of repurchase intention; (4) although there are differences in perceived brand uniqueness, computer companies must maintain the price of products when they provide it which means that brand uniqueness is the indirect antecedent of repurchase intention.This paper enlarges the bound of research on repurchase intention and sets up the model of the influence of brand equity on the repurchase intention of customer based on the notebook PC industry. It also analyzes how and why brand equity affects repurchase intention which is meaningful to domestic computer companies which want to build strong brands.