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Determinants of Brand Equity in Automobile Producing Companies in China

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  • Davit Mkhitaryan

Abstract

Nowadays brands play significant role in our economy and culture, brands seen as ¡°cultural accessories and personal philosophies¡±. The process of creating brand is the value addition technique that shows an image of the commodity, corporation and the country generally. Considering the fact that many new car brands in the recent years are becoming well known in China, car industry is chosen to study the problem effectively. The purpose of this paper is to find out valuation models of brand equity for automotive sector. The fruits of research tell us, for building brand equity, the brand loyalty and brand preference plays significant role. The brand equity¡¯s elements should be logical in their conduct in order to be understood and valued the true image of the company by consumers. The study delivers factual results of factors of brand equity with particular implication for Chinese automobile market.

Suggested Citation

  • Davit Mkhitaryan, 2014. "Determinants of Brand Equity in Automobile Producing Companies in China," Journal of Business Administration Research, Journal of Business Administration Research, Sciedu Press, vol. 3(1), pages 38-44, April.
    • Handle: RePEc:jfr:jbar11:v:3:y:2014:i:1:p:38-44
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    References listed on IDEAS

    as
    1. Chen, Ching-Fu & Chang, Yu-Ying, 2008. "Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs," Journal of Air Transport Management, Elsevier, vol. 14(1), pages 40-42.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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