| Brand equity has become the focus in the academic circle since 1991.As one of the most important dimensions of brand equity,brand association has also attracted great attention.By exerting active initiative and implementing the marketing mix strategy,enterprises can help consumers establish a brand knowledge network and make positive brand associations.This study aims to discuss the influence of marketing mix elements on the establishment of brand association and propose effective marketing mix strategies for domestic enterprises to build brand association.Based on theories of marketing,cognitive psychology etc.and previous literatures,this thesis sets up a hypothesized model for empirical study and analyzes the influence of marketing mix elements on dimensions of brand association.It provides the marketing mix elements of shampoo brand and six dimensions of brand association including product category association,product attribute association, brand attribute association,corporate brand association,association of brand's performance in the market,association of consumers' symbolic interest,and then investigates the relation between marketing mix strategy and brand association through an empirical research.The following conclusions are reached:product category association is influenced by advertisements;product attribute association get influence from non-price promotion and package,etc.(negative influence from price promotion);brand attribute association is influenced by public relations and advertisements;corporate brand association obtains the greatest influence from public relations,and less and the lest influence from personal promotion and advertisements; association of brand's performance in the market(such as brand's popularity and competitive edge) is what advertisements have influence on;to establish association of consumers' symbolic interest,shop image and package should be focused on,with personal promotion and advertisements as complementally strategies. |
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