The Empirical Study, Based On Consumer Brand Equity Theory B2c Online Brand

This thesis seeks to examine the China's B2C websites online branding model based on customer-based brand equity under Chinese electronic commerce environment, also providers brand management strategy of China's B2C websites theory supporting and practice operation.Based on Aaser's well-known conceptual framework of brand equity, this thesis employed structural equition modeling to investigate the causual relationships among the seven dimensions of brand equity and consumer purchase intentions. The present study uesed a sample of 180 university students to valide the model.The findings conclude that brand performance, brand social image, brand commitment, brand association and brand loyalty are influential dimensions of brand equity. Weak support was found for the brand value and brand trustworthniess dimensions. Brand equity and brand loyalty are both significantly influence consumer's purchase intentions. The results also indicates that consumer age has positive influence on brand loyalty; consumer online expenses also has positive influence on bradn perfprmance, brand value, brand loyalty and purchase intentions.This thesis contributes to the scant literature testing the applicability of consumer-based brand equity in Chinese B2C website online branding. Since China is the world's fastest growing maket for electronic commerce, this thesis also provides important insights about the understanding of Chinese consumers'perceptions of overall brand equity and its dimensions.The thesis shows that B2C websites brand managers and marketing planners should consider the relative importance of brand equity in their overall brand equity evaluation, and should concentrate their efforts primiary on building brand perfromance, brand social image, brand commiment, brand association and brand loyalty.Future research needs to be done if the results are to be expanded into C2C or other electronic commerce channels in light of the significant gaps between different regions. Future research also should strengthen this analysis by adding more consumers'online purchase behaviours.