| As the most important immaterial assets of enterprises, the assessment of Brand Equity becomes the focus of the study by scholars at home and abroad. According to the existing research, from the customer’s perspective to study Brand Equity, which could not only assess the brand strength, but also discover the mechanism and changes of brand equity, possesses a wide application prospects and value. As an important part of the marketing mix, Price promotion also is one of the extensive used marketing means. Therefore, this paper will with the brand clothing as the research object, empirical study, in different price promotions, the effect mechanism of the dimensionalities of enterprise brand equity, which is under the customer’s perspective, in order to provide some pertinence suggestions and strategies for enterprises to make price promotion.The mainly research conclusion of this paper:1. The enterprise brand equity, which is under the customer’s perspective, includes three dimensions. They are Perceptual quality, brand loyalty and purchase intention.2. Perceptual quality, brand loyalty and purchase intention have prominent positive influence to brand equity.3. Under different forms of price promotion, the influence of perceptual quality, brand loyalty and purchase intention to brand equity are significant difference.This paper started with Chinese consumers, with brand clothing as the research object, empirical analyzed the effect mechanism of the dimensionalities of enterprise brand equity, which is under the customer’s perspective and in different price promotions. Under customer’s perspective and in different price promotions, this article got through data analyses to find the different effects of the three dimensions of enterprise brand equity to brand equity, which was also. This study enriched and developed the related theory result. There was also some instructional significance for enterprises to develop the price promotion. |
PDF Full Text Request