A Brand Equity Driving Model Based on Interaction Quality

DOI

10.2991/ichssr-15.2015.44How to use a DOI?

Keywords

Interaction quality; Brand recognition; Brand emotion; Brand loyalty

Abstract

Brand equity, whose essence is the result of constant interaction between enterprises and customers, is important assets for enterprises. In this study, the concept of interaction and interactive marketing was defined and dimensions of brand equity were divided more clearly. A brand equity driving model was proposed and tested based on interaction quality. The results show that interaction quality has a significant positive impact on brand equity; enterprise- customer interaction quality has positive influences on all factors of brand equity; employee- customer interaction quality has prominent influences on brand image and brand experience.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - An Yan
AU  - Juanjuan Chen
PY  - 2015/09
DA  - 2015/09
TI  - A Brand Equity Driving Model Based on Interaction Quality
BT  - Proceedings of the 2015 International Conference on Humanities and Social Science Research
PB  - Atlantis Press
SP  - 224
EP  - 229
SN  - 2352-5398
UR  - https://doi.org/10.2991/ichssr-15.2015.44
DO  - 10.2991/ichssr-15.2015.44
ID  - Yan2015/09
ER  -