An exploratory study of the Management Dimensions of customer-based Brand Performance

摘要

In order to manage and measure brand performance better and raise the level of brand management, this paper made an exploratory research on Brand Performance Management Dimensions. On the basis of literature review we emphasized that brand performance management dimensions must base on the perspective of consumers. Used of questionnaire survey, and with the help of SPSS factor analysis, finally, we discovered the brand performance which based on customer perspective have 5 management dimensions and named them: brand reputation, brand satisfaction, brand trust, brand loyalty and brand of tolerance. The results show that they can sort out the brand performance management dimensions' hierarchy more concisely and clearly, and they not only enrich brand management theory, but also make the enterprises in brand management with strong guidance.