A Study On The Formation Mechanism Of Retailer Brand Equity Based On Customer’s Perspective

In recent years,retail brand is one of the main trends in the development of the retail industry. Although the brand value has been regarded as an important indicator of the effectiveness of a measure of brand strategy, but until recent years, academics continue to be the focus of concern and attention focused on retail brand equity. Similar to product brand,retail brand also has assets, an important part of the retailer’s brand for retail brand equity theory. Retailers build brand equity is an important strategic that can issue the problems that retailersface, it can help retailers build long-term competitive advantage. Although the retailer brand equity theory has been widely concerned about academics, but a complete theoretical framework and architecture has not been formed in the retailcr brand equity research, especially retailers, brand assets in the study of the formation mechanism is still not clear. Therefore, the key drivers of this paper, the formation process of the retailer brand equity as a research and interaction between the core, through the formation of a clear retail brand equity is an important driving factors, the use of empirical research to analyze the impact mechanism between the drivers, with the aim is to provide useful inspiration for the construction and management of retailer brand equity.In order to study this problem, we carried out the relevant research results and summary carding system, specifically the retailer brand equity during the formation of consumer experience, customer satisfaction, customer trust relationship between the three types of drive elements and their role in inter-proposed a conceptual model of the formation mechanism based retailer of brand equity perspective of the customer. And the survey identified as Chengdu department store customers, using SPSS17.0and AMOS7.0statistical software tools as a research model for empirical analysis.The main innovation of this paper are:First, on the basis of research on the formation mechanism of the assets of the retailer brand on a review and analysis of domestic and foreign scholars will study the formation mechanism of the retailer brand assets placed under the customer perspective, presents the consumer experience, customer customer satisfaction and trust in the three major driving forces to build a conceptual model based retailer of brand equity of the formation mechanism of the customer perspective, and the use of empirical research methods and data analysis to be verified. Second, the business environment in China raised the retail consumer experience, customer satisfaction and customer trust is an important factor affecting the formation mechanism of retail brand equity, relationships and interactions between its empirical analysis.This paper also proposed specific direction based on the conclusions of opinion and pointed out the lack of research and future research.