The Empirical Study On The Impact Of Mixed-Joint Bundle On Consumer-Based Brand Equity

Brand equity is very important to the enterprises. It can bring many realistic benefits, such as get a premium, be helpful to extend the production line, gain more market share, and so on. The brand equity had gained more attention since the concept was built. And many scholars have realized the importance of the cause of brand equity. At the same time, the bundling, as the marketing tactic, has been applied universally.Although some literatures have suggested that marketing activities would affect the brand equity, there is little literature which focus on the research that if the bundling will affect the brand equity and how to affect it. The thesis discusses that how mixed-joint bundle will affect the consumer-based brand equity by empirical research。Based on the related literatures, the study builds a conceptual model. And according to YOO (2001), the dimensions of brand equity include perceived quality, brand awareness and brand loyalty. The study conducts a questionnaire survey. SPSS 16.0 and AMOS 17.0 are used to carry out the reliability analysis, conformed factor analysis, relative analysis and paired sample t test. The result suggests that mixed-joint bundle will affect the dimensions of brand equity and the overall brand equity positively. At the same time, the study also finds that the benefits which consumers can get from the bundling are evaluated positively, which will improve the brand equity.The findings of the study have important theoretical and practical meanings. However, there are still some limits. At the end of the study, the limits the suggestions of future research and some managerial implications are presented.