Study On The Driving Factors And Constituting Dimensions Of Seafood Brand Equity

China is an important seafood superpower in the world, but it is not a seafood trading power. Due to weak brand awareness, invalid supervision and other reasons,the seafood brand construction lags behind other industries. The seafood without brand does not have competitive advantages in the international market,which hinders the long-term development of the seafood enterprise. What’s worse, the phenomenon is not conducive to China’s adjustment of economic structure and transformation of the enterprise. Although the current brand equity management theory have been mature, the construction of brand equity among different categories is bound to be different. The existing brand asset management theory does not explain the brand construction problem in the field of the seafood industry very well. Therefore, this paper explores the influence of the brand equity’s driving factors on the brand equity’s constituting dimensions, which has the important value of research.Based on the literature review of brand equity management theory, the driving factors and constituting dimensions of brand equity on seafood are defined from customer mind. On basis of analyzing their relationship, this paper proposes the research hypothesis and constructs the integration model of seafood brand equity based on customer mind. On the basis of maturity scales developed by scholars at home and abroad, this paper combines with the research purpose of the paper to complete the design of questionnaire. Reliability and validity of questionnarie have been tested. Next, the paper uses SPSS software to do the regression analysis of collected data, which verifies the hypothesis proposed in the study and draws the conclusion.The empirical results show that the main driving factors of the seafood enterprise’s brand asset are advertisement, price promotion and the image of origin.The image of origin has the most significant impact on brand equity of seafood.Three-dimensions of the brand equity for seafood industry have a good applicability.The brand awareness/association and perceived quality can not only directly affect the brand equity of seafood but also have a significant impact on the brand equity through the brand loyalty.