Research on Influencing Mechanism of Customer-Based Brand Equity of Service Enterprise

Based on the review of domestic and international research about brand equity and service marketing, this paper put forward a concept model which focuses on the influencing mechanism for the dimensions of brand equity and service marketing mix affecting customer-based brand equity of service enterprise. On the basis of the hypothesis model, by the samples of customers of china´s telecommunication service enterprise, this article investigates the relationships between service marketing mix, the dimensions of brand equity and the entire brand equity. Presented empirical evidences indicate that the entire brand equity is constituted and affected by the dimensions of brand equity, service marketing mix impacts brand equity through impacting dimensions of brand equity. Finally, this paper analyzes the practical significance of the model to service enterprise´s brand management and proposes the limits and directions for future research.