An Empirical Study On The Relationship Between The Source Of Customer-based Brand Equity And Brand Construction

In these years, international effective proof and evaluation about customer-based brand equity origin measuring and measure development becomes the new research key points of the domain which shows the increasing importance of brand equity origin evaluation.Vazquez, del Rio and Iglesias (2002 ) have a conclusion through the research of the sports shoes brands which says brand equity originates from brand utility and brand utility mainly includes product functional utility, product symbolic utility, brand name functional utility and brand name symbolic utility. Moreover, brand name functional utility and brand name symbolic utility are obviously relevant with the will of premium payment. Product symbolic utility and brand name functional utility are separately relevant with the commended wills.The characteristic of this research is discussing the origin of brand equity from the customer use aspect. The limits of the research includes the following points:1. It only makes investigation for the sports shoes. However , it lacks of relative evidence in other consumable fields. 2. When discussing the brand utility function system, it only considers the will of premium payment and commended wills. And there is no illustration about how it affects brand construction. So it has limited function when it guides practises. However, the four factors of Brand Asset Valuator in Yangya advertising company which includes brand acquaintanceship, brand worship, brand pertinence, brand otherness are regarded as the four mainstays of brand construction. Brand otherness means the differences and the unique of the brand when comparing with other similar brands. Brand pertinence means brand meaning to the customers. Brand acquaintanceship means the customers acquaintance and understanding extent of the brand. Brand worship means the extent of brand being respected and recommended.The innovation of this article is putting together the four dimensionality model of brand utility which developed by vazques ( 2002 ) and the four mainstays of Yangya Advertising Company brand construction. And the article almost roundly discuss the influence of brand equity resources , especially brand utility affects brand construction. Through study every dimensionality of brand utility how they influent four mainstays of brand construction, it supplies the theory basis for the enterprises how to develop its own brand construction and make the brand marketing strategy.The first part of the article is literature summarization which fully and systematically introduces the research and achievements by the worldwide scholars made on the definition, origin and evaluation of brand equity.The second part is studying hypothesis part. The theoretical basis comes from the achievements of brand equity origin research by Vazques, del Rio, Iglesias (2002) and the brand asset valuator system of Yangya advertising Company. Because the brand utility referred to this article is a delayed utility occurred after the real buy action. The brand utility customer feels will directly influent the brand contraction and it shall be a positive relations. It means more evaluation the customers feel the brand utility, more positive influence on the brand construction. Accordingly this article makes a basic hypothesis which includes the following two points. Firstly, product functional utility and product symbolic utility have some positive influence on the brand pertinence and brand otherness. Secondly, brand name functional utility and brand name symbolic utility have a positive influence on the brand acquaintanceship, brand worship, brand pertinence and the brand otherness.The third part is studying design. The design of questionnaire mainly considers the measurer of sports shoes brand utility developed by Vazquez , del Rio, Iglesias (2002) and the measurer of mobile phone brand utility developed by Yudongmei, Liuwei, Lijunfeng(2006) . What is more, it makes some supplementary by combining the characteristics of mp3 player and modify some index , inviting some experts to modify some index and form the initial questionnaire. According to the investigation results, I make factor analyses of the questionnaire index and change some index according to the opinion of Michael and Mark (1999), then final questionnaire forms.The fourth part is the research results. In view of formal investigation data,I make validity test. Every factor and the Cronbach's a parameter is perfect which proves the questionnaire has good interior consistency. The convergent validity test and discriminant validity test also passed.The fifth part is result discussing. According to the result of constructs equation model, I get conclusion as follows, in the mp3 player market, brand name functional utility has an obvious positive influence on brand acquaintanceship, brand worship and brand otherness. And brand name symbolic utility has an obvious positive on brand worship, brand pertinence, brand pertinence. All the results show brand utility has a visible influence on the brand construction. From the conclusion of the equation model, I can draw a conclusion about the brand construction of Chinese enterprises as follows:1. Promoting brand construction by strengthen brand name functional utility. In the market of mp3 player or similar fileds, brand name representative good quality and guarantee is still the foundation to form the brand otherness which is useful to help the customer to understand meaning of the brand. So we shall improve the quality of products and maintain the brand image which will effectively transmit reliable and trustful brand information to the customers. Our main ways include building customer feedback system , forming quality standard control system, keeping the products` pace with the time, keeping the quality of the product equal with the customers needs and create the customers value and satisfaction.2. Promoting brand construction by strengthen brand name symbolic utility. The article approves in the mp3 and similar markets, the origin components of brand equity manifest 1980s generation value the sentimental consumption and pursue the unique ego. So how to suit and satisfy such consumption characteristics and make the brand construction well is the Chinese enterprises should consider. The main ways include putting the brand spirits into the product, making it easily acceptable by the youth, quickly and effectively satisfying individualized demands for products , making the brand win the attention of 1980s generation, building sentimental consume environment to attract the 1980s generation, choosing the proper way and leaders to transmit the correct information to customers.The end of the article is the limits and future of the research. The sample data are limited by the manpower and material resources, few quantity samples, narrow sample resources which will affect the result. Moreover, in this article, we only select mp3 as the appointed product. We are not sure the conclusion can effectively spread other products, it needs to be tested. At the same time, 73.3% of the sample focuses on the 1980s generation consumer. Whether it is suitable for the other kind of generation consumer, like middle or old age generation consumer is the problem and direction for the future study.