Brand Equity Of Brand Utility

With more drastic competition for market, more lucid for information, more homogeneous products, and more mature comsumers, the companies take recognize of the brand's vast value.Recently, inside academia has been doing more and more research on the relate concept, impact,and measurement of brand equity. For the rapid development of related theories abroad provide new insight for research on brand inside. For another, Chinese market is steping into the times of brand competition, the value and impact of brand attract the companies' and scholars' attention. However, insufficiency about the research of impact on brand equity still exists. Firstly, they didn't distinguish the difference between product consumption and brand consumption. Secondly, the didn't consider the impact of comsumption sociality on brand equity. Thirdly, they neglected the impact of consumer emotion on brand equity. Therefore, this paper attempt to brand utility from from the perspective of commodities, to meet the needs of consumers one the extent of the impact on brand equity. Estimating the difference dimenions of potential value to brand, not only contant the major aspects of consumer behavior, can also distinguish the difference between product consumption and brand consumption. Moreover, by distinguish the dimensions from brand utility, corporations can based on prduct sort, exploring the dimension of brand utility space, and in allusion to choose brand element, to provide and impress consumer particuler profit, and build up unique visulaize, actulaizing otherness strategy, and holding the advantage of brand competition.Based on the viewpoints above, this paper take the cell phone industry as the convenient sample, to examine the impact of brand utility on brand equity, that is the content of chapter two, chapter three, and chapter four. In chapter two, we carved up brand utility into product function utility, product sybomic utility, brand function utility, brand sybomic utility and brand emotion utility. The brand equity is consist of brand loyalty and purchsae intention of premium. We analysed the impact impact mechansim of brand utility on brand equity theoretically. At last we advanced the study hypothesis and concept model. Im chapter three, according to the study hypothesis and concept model, we designed the survey questionnarie, and did the small sample test. At last we confirn the in due form questionnarie in based on the result. In chapter four, we did the empirical study of the impact of brand utility on brand equity, by investigating more than 200 cell phone consumer, and using the SEM to analyse the survey result, to examine the study hypothesis of chapter two.It's found that on cell phone market, product function utility has a positive effect on brand loyalty, while the impact of product sybomic utility on brand loyalty can't be observed. The brand function utility, brand emotion utility both have positive effect on brand loyalty and purchase intention of premium. The impact of brand sybomic utility on brand loyalty is notable, but the impact on purchase intention of premium cannot be observed. Meanwhile, the brand loyalty has notable effect on purchase intention of premium. These conclusions on the enterprise's brand management and the design of marketing mix some reference value.