Brand Sports Shoes. Based Pricing And Store Image Assets Empirical Research

In the 1980s Brand Equity is the rising content of brand management,and it has became one of the most important and most popular marketing concepts. For business managers, they increasingly recognize the value of the assets for the enterprise is the brand which associated with products and services.They have been concerned about how to run and build brand equity. Domestic and foreign scholars believe that building brand equity is originate from the corporate marketing activities, company's marketing strategy is the premise of building brand equity. The relationship between marketing mix strategy and brand equity has become an important research content.Based on the theory of brand equity and the practical needs of business management, this article operates empirical research,respectively,based on three brands samples in the athletic footwear market.The author explores how the marketing mix strategy impact on brand equity dimensions, and then acting on the internal mechanism of brand asset . This article is based on the analysis of the interviews with consumers.And pricing and store image have been selected as the two marketing mix strategy to build model. Furthermore the author proposes ten research hypotheses of the effects on the sports shoes'brand equity of the pricing and store image.Based on the questionnaire research, the article takes advantage of the correlation and regression methods to process the data,and then test the hypotheses and draw conclusions. The author sums up the use of the pricing and store image in different sports shoes brands and concludes the differences impacts on the dimensions of brand equity.These research findings not only have theoretical and practical significance on the development of customer brand equity research, but also provide reference for brand managers on how to manage brand equity effectively.