Study On Influence Factors Of Beijing Watch Retailer Brand Asset Based On Customer Perspective

With the increasingly fierce competition, the brand is increasingly becoming an important element in the service industry. Currently, retailers are facing an important strategy is to build brand equity, it can effectively help retail enterprises to maintain long-term competitive advantage. At this stage, retail branding theory has been widespread concern in academic circles, retailer of brand equity research, however, has still not established a sound system results and theoretical models framework, especially in the retailer brand equity impact factors, still no to draw definitive conclusions.In this paper, Beijing watch retailer brand equity impact factors and their relationship as the core problem by combing the existing literature, a clear definition of brand assets and retailers of brand equity, building brand equity impact factor theory based on the customer perspectivemodel and an empirical test analysis of the Beijing Consumers questionnaire.Through research and empirical investigation of the inspection, the author draws watch retail stores in Beijing image (such as product, service, convenience, promotion, price and atmosphere) and customer emotions have a direct positive impact. Customer emotions and shopping value has a direct positive impact. Shopping value and relationship quality has a direct positive impact. Have a direct positive impact on the quality of the relationship with the retailer brand equity. Thus clearly the Beijing watch retailer brand equity influencing factors based on the customer perspective and its impact on the relationship.This research work and its conclusions innovation is mainly reflected in the following aspects:First, from the theoretical level to create a watch retailer in Beijing based on the customer perspective of brand equity influencing factors model. Second, to create and validate the conceptual model of watch retail store image impact on consumer sentiment and shopping value. Third, to create and validate the conceptual model of the shopping value the quality of the relationship with the Beijing Municipal watch retailers brand assets influence.