Explore The Brand Equity Model Of High Price Product Based On SIVA

We are living in the different marketing environment from researchers like Aaker and Keller. Consumer’s behavior has changed a lot. The relationship between brand and consumer has been reconstructed. Traditional marketing concept is being challenged. How to build a strong brand in Internet era? What are the new dimensions should be added into the brand equity model?In this thesis, the writer integrated the classic brand equity theory with SIVA, which was proposed by Don E. Schultz, the marketing specialist at Northwestern University. By analyzing and combing the internal relations of the two theories,the writer proposed a new brand equity which is suitable for the Internet era. There are five dimensions in the new brand equity model: Brand Awareness, Brand Information, Perceived Value, Brand Experience and Brand Loyalty. And there are some hypothesis about the relationship among these dimensions.In the process of empirical study, chose cellphone and computer as the study brand and collected data through questionnaires. Structural equation model and related analysis were used to test and verify hypothesis. The results showed that there is a logical relationship among the five dimensions. New dimensions Brand Information and Brand Experience played an important role in the model. In the end of the thesis, the new brand equity model was modified according to the empirical results. The research of this thesis can not only enrich the study of brand equity theory, but also give some suggestions about how to build a strong brand in the Internet era.