Influence of Brand Equity Relevance Based on Marketing

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/).

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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  -