Influence of Brand Equity Relevance Based on Marketing

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.