| Brand equity as intangible asset to corporates is attched more importance. The dissertation focused on the structure of brand equity and its factors from the consumer's perception. The dissertation also focused on the expression of brand equity in consumer and the mechanism of brand equity in consumer influence on brand loyalty.On the basis of referring related literatures and expert interviews, the dissertation concluded the factors of brand equity comsumer-perceiving based, and designed the model of corporate brand equity factors consumer-perceiving based influence on brand loyalty. The scale of corporate brand equity factors consumer-perceiving based was systematically, normatively structured. Then in the household electrical appliances industry, through surveying questionnaires acquiring data and using SPSS to analyze the relations between them, and using the statistical analysis, the dissertation draws mainly the following conclusions:(1) Consumer's brand towards the brand of the corporation is made up with the consumers's brand trust and emotion towards the brand of the corporation. According to the consumer's cognitive and emtion towards the corporation brand, to split corporate brand towards the brand of the corporate into two dimensions which is appropriate to the household electrical appliances industry.(2) Products and quality, brand personality, brand accosiation, price and brand awareness, are determining factors to coporate brand equity. The model of brand equity factors consumer-perceiving based influence on brand loyalty proved that it is appropriate.(3) There are positive relevance beween corporate brand trust and emotion towards and consumer's attitude loyalty and behavior loyalty.(4) The consumer's brand trust is positive to the brand emotion towards the corporation brand.(5) We propose some practical advice for the household electrical companies to improve brand management accord to the theoretical conclusion of this research. |
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