A Brand Equity Driving Model Based On Interaction Quality

In the background of economic globalization process accelerating and product homogeneity phenomenon growing, the competition between enterprises has changed from the competition of products and services to the higher level competition of brand competition. As a symbol of different from other products or services, brand is the source of enterprise gaining competitive advantage, also is the foundation of enterprise sustainable development and fundamental guarantee. It is particularly important for the development of enterprises to grasp brand assets which is competition edge tool effectively.The paper from the perspective of multidimensional interaction quality, on the basis of collecting and analyzing the existing literature at home and abroad, defined the concept of interaction and interactive marketing, also divided the components dimension of interaction quality firstly. Secondly discussed the influences between interactive quality and each dimension of brand asset and built a theoretical model. Then use a specific brand to test the model and get the corresponding empirical analysis summary. In order to do depth analysis of brand assets, the paper then analyzed the relationship among interactive quality, customer loyalty which is the core elements of brand equity and enterprise loyalty from the perspective of bidirectional loyalty, also built a theoretical model. Then use a specific brand to test the model and get the corresponding empirical analysis summary. Finally, the study put forward some suggestions to manage brand asset for enterprise managers according to the results of this paper, and point out the lack of research in this paper and the prospects for future research.