Building hisense brand equity through selected marketing programmes : a study on the relationship among brand equity, marketig mix elements and consumer response.

Abstract

The structural research framework of the effects of marketing mix elements on brand equity and customer response is defined with the existing theoretical findings. Research hypotheses are defined according to the identified structural research framework. A householder appliance brand, Hisense, is taken as a demonstrative brand. In order to test the defined structural research framework and research hypotheses empirical research was conducted on the sample of Hisense consumers in Johannesburg, South Africa. The Structural Equation Modelling (SEM) and the multiple regression statistical method with the Statistical Package for Social Science (SPSS 11.0) are used to analyze the data. Research results indicate that the structural research framework has an acceptable level of fit to the empirical data. Finally, implications of the research results for the theory and practice of brand management are analyzed and discussed.