Assessment Study Based On The Brand Equity Of The Customer Dimension

The research on brand equity is the hottest issue which enjoys great attention in thefield of marketing. As the latest stage of this type research, brand equity evaluation basedon consumers can not only measure brand strength and the degree of strength change, butalso find the factors which affect brand equity and brand equity change. It makes sense forenterprises to master the effect which marketing activities impact on brand equity, aimingto make a more effective brand management.On the basis of related field achievements by home and foreign scholars, the thesisintroduced brand relationship and consumer behavior theory to make deep analysis. Thenthe author put forward an important concept that emotional equity should be included tobrand equity, which further deepens the research on composing elements of brand equity.Based on the above-mentioned, the author build a brand equity conceptual model based onconsumers and bring forward a hypotheses on the big gap between the home and foreignbrand equity.Under the result of theory framework, the author adopted empirical study to examinethe conceptual model. A large number of data were collected through qualitative andquantitative research. Using careful probahility and mathematical statistics methods, aconclusion was reached, brand equity consists of five dimensions, that is brand awareness,brand association, perceived quality, perceived value and brand loyalty. All of the fivedimensions are positively related to brand equity. There are remarkable differences amongperceived quality, perceived value, brand loyalty and brand equity between home andforeign brands. But in the aspects of brand awareness and brand association, there are notremarkable differences. These conclusions are meaningful in theory and practice researchon brand equity revaluation.