Research On The Relationship Of Brand Equity Elicited By Commercial Banks And Market Performance In China

It is about one hundred years on the development of brand management in Europe and America, and brand management has passed through three periods, which are the period of building up logo, the period of professional brand management, and the period of brand equity.International advanced commercial banks usually have celebrated corporation brands, and these are very strong supports for attractting talented people, coming into new markets.With the full liberalization of Chinese financial industry, the competition of the commercial bank is more fiercer. In this situation, Chinese commercial banks need to solve many problems, such as how to keep the relationship between banks and customers, and how to obtain sustainable competitive advantages. Brand as an effective link between banks and customers can show culture of the banks to customers, and receiving more trusts. Thus, this paper analyzes the relationship between customer-based brand equity elicited by Chinese commercial banks and market performance by normative and empirical study, in order to improve the brand equity management of Chinese commercial banks.First, based on the introduction of related theories about brand equity, this paper analyzes the current situation of brand management of Chinese commercial banks. Secondly, it takes customer-based brand equity as a key point and the whole brand of the retail business of commercial bank as the object in the study, and then constructs a study model about"Brand Equity—Market Performance"; at the same time, conducts an investigation and verifies the study model on basis of research data.The last model illustrates that there are four factors impact on customer-based brand equity elicited by Chinese commercial banks, which are brand experience, brand communication, whole brand association, and brand resonance.Market performance is formed by three factors, which are brand extendibility, price flexibility, and repurchase intention. The study also demonstrates there is a positive relationship between customer-based brand equity and market performance.Finally on the basis of theoretical research and empirical research, the paper provides several strategies to enhance brand equity management of Chinese commercial banks.