A Research on Brand Equity Based on Relationship Interaction Perspective

Brand equity is the most important research subject in brand management areas,however,systematic research of brand equity from relationship interaction perspective is scant yet.From relationship interaction perspective,this paper based on the theory of interpersonal relationship development developed a theoretic framework of brand equity,and discussed the meaning and dimensions of brand relationship elements which drive brand equity,and analyzed the driving mechanism of brand relationship to brand equity in depth.The research indicates the generation of brand equity can be divided into three drive modes: brand prototype drives brand relationship knowledge positively,and brand relationship knowledge drives brand relationship quality positively,and brand relationship quality directly drives brand equity.