research proposal
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sample.pptx
Young consumers’ insights on brand equity
Effects of brand loyalty, brand awareness, and brand image
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CONTENTS
INTRODUCTION
LITERATURE REVIEW
METHODOLOGY
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- Data set development
- Customer expectation
--Brand recognition
--The quality of the brand is guaranteed
- Advantage of Brand effect
-- Increase market share
--Increase of competitive advantage
Research Background
- Data set development
- Customer expectation
--Brand recognition
--The quality of the brand is guaranteed
- Advantage of Brand effect
-- Increase market share
--Increase of competitive advantage
Research Background
3
Research problem
-Limited research
-Different research perspectives
-The impact factor of brand equity
Research objectives
The purpose of this study is to measure the relationship between brand loyalty, brand awareness and brand image and brand equity of young consumers.
Aaker (1991) Model theory was incorporated into the relevant research system
Identify the relationship between brand equity and brand loyalty, brand awareness and brand image
The research scope of brand effect has been expanded
Provide guidance for enterprises to design effective strategies
Significant of study
Contribution
Scope of study
Master students are the main research objects, and the research scope is to investigate Chinese master students.
THEORETICAL FRAMEWORK
The conclusion of this paper is based on the principle of Aaker (1991) model.
It can be said that customers' attitude towards brands has an important impact on brand assets (Choi, Parsa, Sigala, & Putrevu, 2009).
Thwaites et al. (2012) found that when consumers' perception of brand cognition is positive, their purchase intention of brand will also be positive.
LITERATURE REVIEW
Brand loyalty
The study found that the creative consumption behavior of customers has a positive effect on the cultivation of brand loyalty, and the brand equity associated with high brand loyalty of consumers is higher than that of other brands (Atilgan, Aksoy, & Akinci, 2005).
Brand awareness
According to the research, when customers‘ brand awareness is enhanced and they have a certain understanding of brand awareness, the brand equity will also be further enhanced，It can be said that there is a significant influence relationship between brand awareness and brand equity (Pouromid & Iranzadeh, 2012).
LITERATURE REVIEW
Brand image
Most consumers will choose products with good brand image and feel that such products are of relatively high quality (Rubio, Oubina, & Villasenor, 2014).
Relevant studies, such as Faircloth et al. (2001), Rubio et al. (2014), and Vahie and Paswan (2006), have confirmed the positive influence of brand image on brand equity.
Brand equity is the added value of a product or a service, which mainly reflects the customer's evaluation and use of the brand, and also reflects the competitive advantage, price advantage and profitability brought by the brand to the enterprise. The basis of brand equity should be brand awareness, and then consumers' purchase experience pleasure will produce recognition of quality, long-term formation of brand loyalty, and then bring competitive advantage and premium ability to the brand.
Brand equity
LITERATURE REVIEW
H1. Brand loyalty has a positive impact on brand equity.
H2. Brand awareness has a positive impact on brand equity.
H3. Brand image has a positive impact on brand equity.
THEORETICAL FRAMEWORK
Conceptual Model
Brand loyalty
Brand awareness
Brand equity
Brand image
Quantitative status
Data collection
-Survey: Questionnaire
-Sampling: Taylors University students and teachers who hold smartphones with the experience of bought products that love brands, such as Adidas, Nike, puma or Levis, in the past year
-Sample size: 24
Questionnaire design
-Part A：Demographic factors
-Part B: Questionnaire
Data analysis
-SPSS
Reference
Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3).
Aaker, D. A. (2009). Managing brand equity. simon and schuster.
Atilgan, E., Aksoy, Ş., & Akinci, S. (2005). Determinants of the brand equity. Marketing intelligence & planning.
Chinomona, R., & Maziriri, E. T. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research, 12(1).
Choi, G., Parsa, H. G., Sigala, M., & Putrevu, S. (2009). Consumers' environmental concerns and behaviors in the lodging industry: A comparison between Greece and the United States. Journal of Quality Assurance in Hospitality & Tourism, 10(2), 93-112.
Chung, J. Y., Lee, J., & Heath, R. L. (2013). Public relations aspects of brand attitudes and customer activity. Public Relations Review, 39(5), 432-439.
Emari, H., Jafari, A., & Mogaddam, M. (2012). The mediatory impact of brand loyalty and brand image on brand equity. African Journal of Business Management, 6(17), 5692-5701.
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