An empirical study on the formation mechanism of internet brand equity

摘要

Based on the service branding model, this paper attempts to study the formation mechanism of internet brand equity in a unconventional method, now that branding on the Web needs to address the unique characteristics of computer-mediated environments. The empirical analysis of this thesis consists of two stages—EFA and SEM. After the empirical analysis of 312 valid samples, it can be concluded that: 1. Five drivers of brand equity online are Brand Recognition/Brand Communication, Website Design, Interactivity, Online Experience and Word of Mouth. 2. Online Experience and Website Design have significant effects on Perceived Quality/Perceived Value, and Perceived Quality/Perceived Value has significant influence on Brand Relationship.