Structural Relationship Of The Consumer Model Of Brand Equity And Product-market Output Mode

Since 1980s, the world's enterprise circles has undergone two major phase, from the phase of product management to the phase of the operation of brand establishment and the overall brand equity, thus entered the new brand competition time.Up to now, the marketing circles generally study the brand equity from three angles or patterns:(1)the consumer-based pattern.(2)the product-market outcomes pattern(.3)the financial market outcomes pattern. Of course, all of three patterns have their advantages and shortcomings respectively. For example, the consumer-based brand equity pattern can be able to forecast the market potential for instance, owing to it investigates the source of the brand equity, but its shortcoming is to calculate difficultly, and can't reflect for the simple and clear financial index directly; On the contrary, though the product-market outcomes pattern can remedy these shortcomings, it can only reflect the situation of the brand at present, not to explain the reason of the fact. Besides it is prone to cause the result that impairs brand equity in the long run, because of the short-term action in the brand management process. Therefore, the research of relevant relations is very necessary about different visual patterns of brand equity.On the basis of previous studies about brand equity, this paper combines the theory model between four dimensions of the consumer-based brand equity (corporate ability association,brand awareness,perceived quality,consumption image) and three dimensions of the product-market outcomes-based brand equity (brand extend ability,premium quality,customer loyalty). This paper makes an empirical analysis by investigating the mobile phone users. Through understanding their cognitions and views in different respects of brand equity, produce to brand consumer mode and product market of assets mode structural relation go on, solve, construct and analyze. This article has an analysis about the structural relation between the consumer-based brand equity pattern and the product-market outcomes pattern. The test finds that there are structural relations between two kinds of pattern, and the 11 assumptions have passed test of significance in the 14 theory relations. The research discovers that four dimensions of the consumer-based brand equity (corporate ability association,brand awareness,perceived quality,consumption image) are the source of three dimensions of the product-market outcomes-based brand equity (brand extend ability,premium quality,customer loyalty). Among them, brand awareness and perceived quality are still occupying the important function. Especially perceived quality plays the key function. In addition, the paper constructs the concept of consumption image and pays some supplement to the research of brand equity.