Empirical Research On The Relationship Between Learning Motivation Of Consumers To Brands And Brand Assets

The construction of brand equity is an important part of brand theory. The research of brand equity contents of financial and customer vision, and this paper mainly focuses on the latter. Brand equity consists of brand loyalty and brand acknowledge. The core of brand equity is to build the content of brand for customers, and the key of building the content of brand is customer brand learning, which is important for brand equity. For the behavior of consumer brand learning, it is no doubt that the motivation of consumer brand learning plays an important role.The purpose of this paper is to discuss the relationship between the motivation of consumer brand learning and brand equity. Based on the analysis of consumer learning theories, motivation theories, brand knowledge theories and brand loyalty theories, this paper divide motivation into internal motivation and external one. Then, internal motivation is subdivided into function guiding motivation, emotion guiding motivation and self-expression motivation three factors; external motivation is subdivided to trend guiding motivation, brand strengthen guiding motivation and model guiding one. And, brand knowledge is also subdivided into brand presence and brand image two factors; brand loyalty is subdivided to attitude loyalty and emotion loyalty two factors. This paper tries to research the relationships of the internal and external motivation of consumer brand learning, brand knowledge and brand loyalty through analyzing and discussing the different mutual effects in and among different factors above.Based on the investigation of consumers, this paper verifies hypothesis through data analysis, and build a logic model of the motivation and brand equity to illuminate the relations. Through analysis, this paper aims to find out that which some factors have much important effect on building brand loyalty. Finally, this paper raises corresponding brand developing tactics based on the characters of those factors. These theoretical and practical suggestions will be helpful to companies in building customer loyalty.