Analysis of the Value of Brand Equity from the Perspective of Consumer Psychology

摘要

Brand equity is an important object of study in the field of marketing and consumer psychology. This paper proceeds from the three constituent elements of brand equity, and taking “Xiang Piao Piao” brand as an example, expounds the role of these factors such as brand awareness, perceived quality, brand preferences resulting from consumer subjective factors in enhancing the value of brand equity. Combining the information from “Xiang Piao Piao Foods Co., Ltd. initial public offering of shares and listing prospectus” published by China Securities Regulatory Commission, this paper analyzes the important role of brand equity for promoting the development of enterprise.