A Research on Value Formation Path of Brand Equity Based on Dual Perspectives of Enterprise and Consumer
LI Yi-min1, GAO Pan2, MENG Hua3
1. School of Management, Shanghai University of Engineering Science, Shanghai 201620, China; 2. Sixth People’s Hospital of Nanyang City, Nanyang 473004, China; 3.School of Humanities and Communication, Shanghai Normal University, Shanghai 200042, China
Abstract：
Based on the brand equity theory, this paper uses enterprise and consumer sample data of apparel industry to investigate value formation path of brand equity. The results show that the direct influence of brand devotion on value formation of brand equity is not significant, whereas brand scale and brand place have a significant influence on value formation of brand equity. In the above mentioned process, brand identity, quality perception and brand popularity act as mediators. But in the effect of brand devotion, the role of brand identity, quality perception and brand popularity is not so significant. Moreover, evaluation acts as a moderator in the path effect of brand popularity on brand premium.
LI Yi-min, GAO Pan, MENG Hua.A Research on Value Formation Path of Brand Equity Based on Dual Perspectives of Enterprise and Consumer[J] Economic Survey, 2015,V32(6): 83-88
2015 
