消費者の認知に基づいたブランドエクイティの構造分析

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  • 前田 洋光
    関西大学大学院社会学研究科:(現)神戸親和女子大学発達教育学部

書誌事項

タイトル別名
  • Structural analysis of brand equity based on the cognition of consumers
  • ショウヒシャ ノ ニンチ ニ モトズイタ ブランド エクイティ ノ コウゾウ ブンセキ

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抄録

Currently, brand equity has various definitions and forms. In this study, brand equity is defined, from the cognitive aspects of consumers, as "a set of brand values perceived by consumers based on past brand-marketing conducted by a corporation." The purpose of this study is to examine the structural analysis of brand equity. The author conducted a survey of three brand categories (tea, shampoo, and PCs) on 274 undergraduates. The main findings were as follows: (a) Brand equity consists of primary values (qualitative values) and secondary values (incremental values beyond product quality), (b) The value that consumers attribute to a corporation (corporate value) affects brand equity directly or indirectly, (c) Brand equity causes "consumer-brand relation-ships." (d) These "relationships" influence secondary value. Based on these findings, the validity of a circulated brand equity model is discussed.

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