Study on the impact Mechanism of Reference Group on Brand Equity

摘要：

　　Customer-based brand equity is the brand attitudes and behaviors of consumers,and reference group has significant influence on brand attitudes and behaviors,so this study built theoretical model for relationships of the reference group and brand equity.The study shows that informational function and value-expressive function of reference group have positive effect on brand equity,but utilitarian function on the brand equity is not significant.The mediating effect shows that perceived risk has partial mediating effect on the reference group function and brand equity.This conclusion has important significance for the brand management,and provides a theoretical basis for brand communication strategy.

关键词： Reference group Perceived risk Brand equity

作者: Chen Chunmei Chen Juan

作者单位: Sichuan Agricultural University

会议类型: 国内会议

会议名称: China Marketing International Conference 2017 (2017中国市场营销国际学术年会)

会议地点: 北京

会议语种:英文

页码: 543-563

在线出版日期: 2017-07-14（万方平台首次上网日期，不代表论文的发表时间）