Research On Brand Equity Concept And Scale Development From The Perspective Of Buddhist Yuan-fen Relation

Relation-based brand equity is a hot topic in brand research field in recent years.Based on the relevant theories of social psychology,some existing scholars have put forward some theories to reveal interpersonal relationships.The existing research on relationship-based brand equity is mainly from the perspective of interpersonal emotional component combination.The research on the concept of brand equity based on cultural theory still has great exploration space,and the research on the relationship of brand equity based on Buddhist cultural context has not yet been involved.Based on the theory of Buddhist Yuan-fen,this study collects first-hand data reflecting the affinity by focus group interviews and face-to-face interviews.Using grounded analysis as a qualitative research tool,this paper explores the concept model of brand equity from the perspective of Buddhist Yuan-fen relationship,and obtains a brand equity concept model from the perspective of Buddhist Yuan-fen relationship,which includes the interaction of personality psychological orientation,emotion and behavior,as well as the measurement dimensions of brand equity from the perspective of 11 Buddhist Yuan-fen relationship.On the basis of the grounded analysis results,this study develops the brand equity measurement scale based on Buddhist Yuan-fen relationship.Combining the grounded analysis and related research results,the initial scale is compiled and analyzed by SPSS and AMOS statistical analysis software.The results show that the indicators of the brand equity measurement scale are good and pass the test from the perspective of Buddhist Yuan-fen relationship,which is based on the three dimensions of personality psychological tendency,emotion and behavior.Personality psychological orientation includes two dimensions:communicative belief(basis)and expectation of good relationship;behavioral orientation includes three dimensions:interaction,growing interpersonal relationship and communication depth;emotional orientation includes six dimensions:commitment,attachment,tolerance,sincerity,harmonious coexistence and kindness.The research results provide a measurement basis for the follow-up research,and also provide brand managers with brand equity assessment tools.