The Research Of Brand Hollowing-out Based On Consumer Perspective

Brand hollowing-out phenomenon with high brand awareness but low degree of brand knowledge,brand reputation,brand association and brand loyalty is puzzling the development of the local brands in china.Brand hollowing-out not only has negative influence on the enterprise operation decision,but also violates consumer interests from the source of the phenomenon.which will finally result in bursting of the brand bubble over time. According to the clue of brand hollowing-out features and the analysis of the formation of brand equity from the consumer perspective,this study analyzed the formation mechanism of brand hollowing-out,constructed brand hollow recognition model and through the empirical study on case investigation,proved the existence of the brand hollow-out and found out the transmission path of brand hollow-out.Firstly,combined the research actuality of brand hollowing-out,this paper sorted out the literature resources about brand equity,formation process of the brand value and other brand relative theories,then neatened the special labor inputs from the the enterprise as brand operator and brand recognition system,consisting of a series of brand elements,contributed to formation of brand equity value.Accordingly,this context analyzed the formation mechanism of brand hollowing-out and three dimensions of the brand hollowing-out tendency:the dimension between brand awareness and brand association,the dimension between the brand awareness and brand loyalty,the dimension between brand association and brand loyalty.Nextly, based on them,the brand hollowing-out recognition model was established.Then,this study carried on an empirical analysis based on comparison between two brands with Lining brand as the research object and Nike as reference one.By non parametric test of paired samples between Lining brand and Nike brand,as a consequence,the three dimensions constructing brand hollowing-out existed in both brands,but the level of brand hollowing-out existed significant differences between them.In addition,by stepwise regression analysis, this study showed each brand element had a direct or indirect driver effect on each dimension of brand equity.But as for the driving effect and driving relationship, some differences existed among different brands.Based on above research,this study concluded the brand hollowing-out began with enterprise operations,because of brand elements were not recognized by consumer market then it was presented as the abnormal structure of brand equity,and finally identified by the enterprise in the way of brand crisis outbreak.Furthermore,brand hollowing-out tendency with different level existed in all brands,but it had the rational degree.Lastly,potential transmission existed among the dimensions of hollowing-out tendency.