The Research About The Relationship Of Brand Equity And Customer Brand Choice

Brand equity is one of the most welcomed concepts brought up by American academy in 1980's, and it is the focal point of modern marketing research, Scholars both home and abroad inverstigated such problems as factors which influence brand equity, the constructs and evaluation of brand equity and its effect mechanism. in addition, they done some practical study in such filds as fast moving consumer goods and service industry. This paper will apply brand equity theory into the shampoo industry of real estate, in order to get some useful conclusions.The main body of the paper investigated two problems: Firstly, identified the constructs of customer-based brand equity, and then constructed the measurement scale; Secondly, studied the relationship between the elements of brand equity and three different customer responses:brand preference, purchase intention, and brand choice, therefore analyzed the effect of shampoo company brand equity elements on customer responses.Therefore, based on a number of related literatures, the factors of customer-based brand equity and their relations will be studied in this thesis through the demonstration of a shampoo brand. To begin with,the CBBE four core factors(Brand Awareness/ Association, Brand Loyalty, Perceived Quality, Brand Uniqueness)are defined exactly. We construted a brand equity measurement model. Then, the hypotheses of this thesis, the impacts of the factors on CBBE, are brought forward; and relationship model of costumer-based brand equity core factors and brand preference, brand intention, brand choice is designed. The following work is research questionnaire design and data collection. After the statistical analysis of the recalled valid questionnaires, the effects of factors on CBBE are validated and the model is modified.Finally, it is expatiated that the research has great significance to the effective marketing management. The brand marketing orientation and brand equity improvement methods are also put forward. It provides the company the scientific foundation to make effective marketing strategy, establish the famous brand, obtain and keep the competitive advantage. In the end, the thesis points out the achievements and limitations of the study, expecting to provide realistic support for actual marketing practices and to set an example for further research.