Consumer Perspective, Brand Equity Empirical Research

Brand equity is an important concept in the field of marketing research at present, and also the one of hot topics of most concern in the field of marketing during the past two decades. Scholars define and assess brand equity mainly based on three kinds of basis, namely based on financial, market and consumer perspective respectively, and, therefore, there are three different models used to assess brand equity. The consumer perspective to study the brand equity can not only reveal driving factors hiding behind the economic value of brand equity, but also can measure the strength of brand equity and its changes, which is of great significance for the enterprise to master the influence of brand equity caused by marketing activities and carry out more targeted brand management.This study, drawing on latest research results in the field of Western scholars, builds a brand equity model based on consumer perspective and carries out an empirical test with survey data towards the model. The study finds that, within various dimensions of brand equity, brand awareness has significant impact on the perceived quality and purchase intentions and these two dimensions have an indirect effect on brand loyalty which has influence on assets; perceived quality and purchase intentions which have direct impact on brand loyalty do not form a direct impact on brand equity but a indirect impact on band equity through brand loyalty; brand loyalty is the closest dimension of brand equity. Brand awareness, perceived quality, and purchase intention all have indirect effects on brand equity through brand loyalty.This study has confirmed the formation mechanism of brand equity of the domestic athletic footwear market is in line with customer-based brand property pyramid proposed by Keller (2001). Namely, the consumer brand equity formation process is from initial brand awareness to understanding consumer brand perceived quality and purchase intention, and then the consumer's psychological reactions of different brands, further development of varying degrees of brand loyalty and ultimately the formation of brand equity.The existence of brand equity ladder makes the construction of brand equity based on consumer perspective follow a certain order, namely only after a level of brand equity building is completed, another level will be constructed, not leaping. Through analyzing the market performance of brand equity of five domestic sports shoes brand, this paper derives different construction focus of brands with different status in the market. For example, the focuses of brand equity construction such as Peak, Xtep, 361°brand are brand awareness, perceived quality, purchase intent while well-known brand such as Li Ning, Anta are to continue to strengthen the relationship with consumers and enhance consumers'brand loyalty.