The Research Of Relationship Between Customer Perceived Value And Brand Equity

The construction of brand equity is an important part of brand theory. The research of brand equity contents of financial and customer vision, and I prefer the latter in this article. Brand equity consists of brand loyalty and brand acknowledge. The core of brand equity is to build the content of brand for customers, and the recognition and loyalty of customers is the key brand equity. During this process, the customer perceived value plays an important role. Customer perceived value is the value that customers perceived in their experience, including product quality, cost, service, etc.The purpose of this article is discussing the relationship between customer perceived value and brand equity. Based on consumer behavior theory, the author analyzes the relation logic among customer perceived value and the sessions of brand equity. Under the construction of brand relationship, this article gives a logic draw to illuminate the relations. From that, the author give two supposes. One is that customer perceived value and brand acknowledge interact in a very complex way. The other is that customer perceived value could lead to brand loyalty.Based on cell phone brand market investigation, this Article prove these two supposes through math analysis way. Through the outcome of data analysis, it finds there is forward relation between customer perceived value and brand acknowledge. Among the courses, the author also finds that brand image's relation to the customer perceived value is stronger than brand popularity. It suggests that company should build a good brand image through hard work, other than push popularity through advertisement campaign. The regression coefficient between customer perceived value and brand loyalty is huge enough. It means that the former has a directly affect to the latter.Through the interaction of customer perceived value and brand equity, the brand relation is deepened, and brand equity is enhanced. In the end, it creates value for the company. Be aware of this relationship, companies can take organizational reform and culture reform to give more customer perceived value, and build brand equity.