Young consumers’ insights on brand equity Effects of brand loyalty, brand awareness, and brand image 1 CONTENTS INTRODUCTION LITERATURE REVIEW METHODOLOGY 2 - Data set development - Customer expectation --Brand recognition --The quality of the brand is guaranteed - Advantage of Brand effect -- Increase market share --Increase of competitive advantage Research Background - Data set development - Customer expectation --Brand recognition --The quality of the brand is guaranteed - Advantage of Brand effect -- Increase market share --Increase of competitive advantage Research Background 3 Research problem -Limited research -Different research perspectives -The impact factor of brand equity Research objectives The purpose of this study is to measure the relationship between brand loyalty, brand awareness and brand image and brand equity of young consumers. Aaker (1991) Model theory was incorporated into the relevant research system Identify the relationship between brand equity and brand loyalty, brand awareness and brand image The research scope of brand effect has been expanded Provide guidance for enterprises to design effective strategies Significant of study Contribution Scope of study Master students are the main research objects, and the research scope is to investigate Chinese master students. THEORETICAL FRAMEWORK The conclusion of this paper is based on the principle of Aaker (1991) model. It can be said that customers' attitude towards brands has an important impact on brand assets (Choi, Parsa, Sigala, & Putrevu, 2009). Thwaites et al. (2012) found that when consumers' perception of brand cognition is positive, their purchase intention of brand will also be positive. LITERATURE REVIEW Brand loyalty The study found that the creative consumption behavior of customers has a positive effect on the cultivation of brand loyalty, and the brand equity associated with high brand loyalty of consumers is higher than that of other brands (Atilgan, Aksoy, & Akinci, 2005). Brand awareness According to the research, when customers‘ brand awareness is enhanced and they have a certain understanding of brand awareness, the brand equity will also be further enhanced，It can be said that there is a significant influence relationship between brand awareness and brand equity (Pouromid & Iranzadeh, 2012). LITERATURE REVIEW Brand image Most consumers will choose products with good brand image and feel that such products are of relatively high quality (Rubio, Oubina, & Villasenor, 2014). Relevant studies, such as Faircloth et al. (2001), Rubio et al. (2014), and Vahie and Paswan (2006), have confirmed the positive influence of brand image on brand equity. Brand equity is the added value of a product or a service, which mainly reflects the customer's evaluation and use of the brand, and also reflects the competitive advantage, price advantage and profitability brought by the brand to the enterp.

1. Young consumers’ insights on brand equity
Effects of brand loyalty, brand awareness, and brand image
1
CONTENTS
INTRODUCTION
LITERATURE REVIEW
METHODOLOGY
2
- Data set development
- Customer expectation
--Brand recognition

2. --The quality of the brand is guaranteed
- Advantage of Brand effect
-- Increase market share
--Increase of competitive advantage
Research Background
- Data set development
- Customer expectation
--Brand recognition
--The quality of the brand is guaranteed
- Advantage of Brand effect
-- Increase market share
--Increase of competitive advantage
Research Background
3
Research problem
-Limited research
-Different research perspectives
-The impact factor of brand equity
Research objectives
The purpose of this study is to measure the relationship between
brand loyalty, brand awareness and brand image and brand
equity of young consumers.
Aaker (1991) Model theory was incorporated into the relevant
research system
Identify the relationship between brand equity and brand

3. loyalty, brand awareness and brand image
The research scope of brand effect has been expanded
Provide guidance for enterprises to design effective strategies
Significant of study
Contribution
Scope of study
Master students are the main research objects, and the research
scope is to investigate Chinese master students.
THEORETICAL FRAMEWORK
The conclusion of this paper is based on the principle of Aaker
(1991) model.
It can be said that customers' attitude towards brands has an
important impact on brand assets (Choi, Parsa, Sigala, &
Putrevu, 2009).
Thwaites et al. (2012) found that when consumers' perception of
brand cognition is positive, their purchase intention of brand
will also be positive.
LITERATURE REVIEW
Brand loyalty
The study found that the creative consumption behavior of
customers has a positive effect on the cultivation of brand
loyalty, and the brand equity associated with high brand loyalty
of consumers is higher than that of other brands (Atilgan,
Aksoy, & Akinci, 2005).
Brand awareness
According to the research, when customers‘ brand awareness is
enhanced and they have a certain understanding of brand
awareness, the brand equity will also be further enhanced，It

4. can be said that there is a significant influence relationship
between brand awareness and brand equity (Pouromid &
Iranzadeh, 2012).
LITERATURE REVIEW
Brand image
Most consumers will choose products with good brand image
and feel that such products are of relatively high quality (Rubio,
Oubina, & Villasenor, 2014).
Relevant studies, such as Faircloth et al. (2001), Rubio et al.
(2014), and Vahie and Paswan (2006), have confirmed the
positive influence of brand image on brand equity.
Brand equity is the added value of a product or a service, which
mainly reflects the customer's evaluation and use of the brand,
and also reflects the competitive advantage, price advantage and
profitability brought by the brand to the enterprise. The basis of
brand equity should be brand awareness, and then consumers'
purchase experience pleasure will produce recognition of
quality, long-term formation of brand loyalty, and then bring
competitive advantage and premium ability to the brand.
Brand equity
LITERATURE REVIEW
H1. Brand loyalty has a positive impact on brand equity.
H2. Brand awareness has a positive impact on brand equity.
H3. Brand image has a positive impact on brand equity.
THEORETICAL FRAMEWORK
Conceptual Model
Brand loyalty
Brand awareness

5. Brand equity
Brand image
Quantitative status
Data collection
-Survey: Questionnaire
-Sampling: Taylors University students and teachers who hold
smartphones with the experience of bought products that love
brands, such as Adidas, Nike, puma or Levis, in the past year
-Sample size: 24
Questionnaire design
-Part A：Demographic factors
-Part B: Questionnaire
Data analysis
-SPSS
Reference
Aaker, D. A. (1996). Measuring brand equity across products
and markets. California management review, 38(3).
Aaker, D. A. (2009). Managing brand equity. simon and
schuster.
Atilgan, E., Aksoy, Ş., & Akinci, S. (2005). Determinants of the
brand equity. Marketing intelligence & planning.
Chinomona, R., & Maziriri, E. T. (2017). The influence of
brand awareness, brand association and product quality on
brand loyalty and repurchase intention: a case of male
consumers for cosmetic brands in South Africa. Journal of
Business and Retail Management Research, 12(1).
Choi, G., Parsa, H. G., Sigala, M., & Putrevu, S. (2009).

6. Consumers' environmental concerns and behaviors in the
lodging industry: A comparison between Greece and the United
States. Journal of Quality Assurance in Hospitality &
Tourism, 10(2), 93-112.
Chung, J. Y., Lee, J., & Heath, R. L. (2013). Public relations
aspects of brand attitudes and customer activity. Public
Relations Review, 39(5), 432-439.
Emari, H., Jafari, A., & Mogaddam, M. (2012). The mediatory
impact of brand loyalty and brand image on brand
equity. African Journal of Business Management, 6(17), 5692-
5701.
THANK YOU
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VBRM7814 & 7824 – Research Proposal (100 marks - 30%)
Prepare a research proposal that contains suggestion for
research method, for a particular research issue.
Include the following into your power points slides.
a. Table of content
b. Introduction (35 marks)
· Background of Study
· Problem Statement
· Research Questions
· Research Objectives
· Significance of Study

7. · Scope of Study
· Definition of Terms
c. Literature Review- including hypothesis development (if any)
(30 marks)
d. Proposed Methodology (35 marks)
· Study design
· Research framework (if relevant)
· Hypothesis statement (if relevant)
· Data collection method
· Sampling method
· Data analysis methods
Instructions of research proposal (in Power Point slides)
· All citations and references must follow APA Referencing
system. Cut and paste from other sources is not acceptable.
· Submission due:
· For late submission, 10 marks will be deducted for each day of
delay.
· Please use the attached cover page for your submission.
VBRM7814&7824 – INTRODUCTION TO RESEARCH &
QUANTITATIVE AND QUALITATIVE RESEARCH
Individual assignment 2: Research Proposal
Name
Student ID
Grading scheme:
Dimensions
Evaluation
Introduction (35 marks)
Very Poor
Poor

8. Acceptable
Good
Very Good
1 – 7
8 – 14
15 – 21
22 – 28
29 – 35
Failed to discuss on the background and issues under study;
failed to link between research problem, research objectives and
research justification
Able to partially discuss on the background and issues under
study; able to partially link between research problem, research
objectives and research justification
Able to discuss on the background and issues under study; able
to link between research problem, research objectives and
research justification
Able to discuss on the background and issues under study; able
to link between research problem, research objectives and
research justification
to offer responsibility interpretations,
provide sufficient evidence to support conclusions
Able to discuss on the background and issues under study; able
to link between research problem, research objectives and
research justification,
and provide sufficient evidence (quality and
quantity ) to support conclusions
Remark:
Literature review (30 marks)

9. Very Poor
Poor
Acceptable
Good
Very Good
1 – 6
7 – 12
13 – 18
19 – 24
25 – 30
Having difficulty to discuss models and findings of previous
literature in the area of study; having difficulty to arrange and
present the reviews of previous literature; having difficulty to
explain theoretical background and theoretical framework of the
research
Able to partially discuss models and findings of previous
literature in the area of study; Able to partially arrange and
present the reviews of previous literature; Able to partially
explain theoretical background and theoretical framework of the
research
Able to discuss models and findings of previous literature in the
area of study; Able to arrange and present the reviews of
previous literature; Able to explain theoretical background and
theoretical framework of the research
Able to discuss models and findings of previous literature in the
area of study; Able to arrange and present the reviews of
previous literature; Able to explain theoretical background and
theoretical framework of the research,
to offer responsibility interpretations,
provide sufficient evidence to support conclusions

10. Able to discuss models and findings of previous literature in the
area of study; Able to arrange and present the reviews of
previous literature; Able to explain theoretical background and
theoretical framework of the research,
and provide sufficient evidence (quality and
quantity ) to support conclusions
Remark:
Proposed methodology (35 marks)
Very Poor
Poor
Acceptable
Good
Very Good
1 – 7
8 – 14
15 – 21
22 – 28
29 – 35
Unable to apply the correct research methods to meet the
research objectives; unable to identify the right variables for the
study; unable to independently collect sufficient data for
analysis
Able to partially apply the correct research methods to meet the
research objectives; Able to partially identify the right variables

11. for the study; Able to partially independently collect sufficient
data for analysis
Able to apply the correct research methods to meet the research
objectives; Able to identify the right variables for the study;
Able to independently collect sufficient data for analysis
Able to apply the correct research methods to meet the research
objectives; Able to identify the right variables for the study;
Able to independently collect sufficient data for analysis,
to offer responsibility interpretations,
provide sufficient evidence to support conclusions
Able to apply the correct research methods to meet the research
objectives; Able to identify the right variables for the study;
Able to independently collect sufficient data for analysis, and
provide sufficient evidence (quality and
quantity ) to support conclusions
Remark:
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