The Brand Equity Assessment Of Xinjiang Fruit Products And Empirical Analysis Based On Consumers

Under the background of the development of economic globalization, thecompetition between enterprises is becoming more and more fierce.The value of thebrand assets plays an increasingly important role in the enterprise competition.Therefore, more and more enterprises begin to pay attention to the construction of thecorporate brand assets. And more and more scholars are also concerned about theassessment of corporate assets.Based on the existing models designed by the foreign scholars, Chinese scholarsChunling Yu proposed the customer-based brand assets evaluation model, accordingto the order of the formation of brand assets. The model commence from twodimensions, which include the customer perception factors and the behavioralintention factors. The variables in the model are exogenous variables and endogenousvariables. The exogenous variables is brand awareness. The endogenous variablesinclude the envisage of physical attributes, the envisage of social property, brand trust,brand preference, brand relationships and brand equity.The article design the four dimensions of brand equity evaluation model. Themodel is referring to Chunling Yu ’s customer-based brand equity model and iscombined with the characteristics of Xinjiang fruit products. According to thequantitative methods, the article proved the following relationship between the fourdimensions. There is a positive correlation between origin association and brandawareness. There is a positive correlation between the origin association andperceived quality. There is a positive correlation between brand awareness andperceived quality. There is a positive correlation between perceived quality and brandrelationship. There is a positive correlation between brand relationships and brandequity.These conclusions analyze in detail the constitution of the Xinjiang fruit productsbrand assets. I sincerely hope that the results of my research can provide guidance forthe building of fruit products in Xinjiang brand equity.