Influence of Brand Equity Relevance Based on Marketing
Authors
Wei Du
Corresponding Author
Wei Du
Available Online December 2015.
- DOI
- 10.2991/icemaess-15.2016.198How to use a DOI?
- Keywords
- Marketing, brand equity, relevance, structural equation model
- Abstract
Through the model of customer value’s effect on brand equity, the thesis constructs marketing strategy, and adopts structural equation model to conduct empirical research. In this model, marketing strategy is the influential factor of brand equity, and value is the intermediary between their effects, that is, marketing strategy has an indirect on brand equity through customer value. It designs the structural elements of relational perspective brand equity, normalizes and develops the research scale of relational perspective brand equity, which provides the theoretical foundation for the measurement study of brand equity.
- Copyright
- © 2016, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Wei Du PY - 2015/12 DA - 2015/12 TI - Influence of Brand Equity Relevance Based on Marketing BT - Proceedings of the 2015 3rd International Conference on Education, Management, Arts, Economics and Social Science PB - Atlantis Press SP - 945 EP - 951 SN - 2352-5398 UR - https://doi.org/10.2991/icemaess-15.2016.198 DO - 10.2991/icemaess-15.2016.198 ID - Du2015/12 ER -