A Brand Equity Driving Model Based on Interaction Quality
An Yan, Juanjuan Chen
Available Online September 2015.
- https://doi.org/10.2991/ichssr-15.2015.44How to use a DOI?
- Interaction quality; Brand recognition; Brand emotion; Brand loyalty
- Brand equity, whose essence is the result of constant interaction between enterprises and customers, is important assets for enterprises. In this study, the concept of interaction and interactive marketing was defined and dimensions of brand equity were divided more clearly. A brand equity driving model was proposed and tested based on interaction quality. The results show that interaction quality has a significant positive impact on brand equity; enterprise- customer interaction quality has positive influences on all factors of brand equity; employee- customer interaction quality has prominent influences on brand image and brand experience.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - An Yan AU - Juanjuan Chen PY - 2015/09 DA - 2015/09 TI - A Brand Equity Driving Model Based on Interaction Quality BT - 2015 International Conference on Humanities and Social Science Research PB - Atlantis Press SN - 2352-5398 UR - https://doi.org/10.2991/ichssr-15.2015.44 DO - https://doi.org/10.2991/ichssr-15.2015.44 ID - Yan2015/09 ER -