Proceedings of the 2015 International Conference on Humanities and Social Science Research

A Brand Equity Driving Model Based on Interaction Quality

Authors
An Yan, Juanjuan Chen
Corresponding Author
An Yan
Available Online September 2015.
DOI
https://doi.org/10.2991/ichssr-15.2015.44How to use a DOI?
Keywords
Interaction quality; Brand recognition; Brand emotion; Brand loyalty
Abstract
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.
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This is an open access article distributed under the CC BY-NC license.

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Proceedings
2015 International Conference on Humanities and Social Science Research
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
September 2015
ISBN
978-94-6252-115-5
ISSN
2352-5398
DOI
https://doi.org/10.2991/ichssr-15.2015.44How to use a DOI?
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  -