基于顾客维度的品牌权益测评研究

he evaluation of Brand Equity is the hot issue in the field of Brand Equity research,among which the evaluation of customer-based Brand Equity can reveal the source of brand equity,learning from the brand relationship theory, this thesis addresses that the evaluation of brand equity should include the brand emotional perceived value, after establishing a conceptual brand equity model which has levels,it proposes relevant hypothesis according to the model.it takes the personal computer market as research background to test the assumptions. According the conclusion,this paper proposes some brand equity management suggestions and visions the future research direction.