The Empirical Research on Customer Share of Wallet Based on Perceived Value of Brand
|Keywords||Brand Structural equation model Brand perceived value Customer share of wallet|
With the development of market economy, the consumer market environment ofChina appears two trends: the supply exceeding the demand and product homogeneity.Onone hand, the trends mean that consumers increasingly take many other factors intoaccount in consumption.In this way, brand is regarded as one of the important criteria inpurchasing.In other words, in the era of product homogeneity, brand has become a crucialfactor in completion, and become marketing language and consumption language, On theother hand, the fierce competition in market makes some enterprises constantlyincreasing advertising investment,promotion activities for attracting new customers, inorder to enlarge market share, The excessive dependence on market share makes someenterprise into the “market share trap”, which means low profit, no profit or even negativeprofit.With the revealing of the inherent defect in the changing of the market competitionenvironment and customer needs, the theory and practice of marketing are turning into thecustomer’s share of wallet which focuses on the efficiency from the market share whichpursues the quantitative scale. So far, compared with the market share, the exploration oncustomer share is still in the initial stage either theoretically or practically. The analysis ofthe mechanism form and influence effect of customer share in the view of the brand valueis still blank. Therefore, it will play an important and positive role to research on theinfluence factors of customer’s share of wallet, especially on the mechanism form of it.This research identifies the conception and the dimensions of customer’s share ofwallet, and makes up the model that describes the impacts of perceive brand valuedimensions on share of wallet. Using the data of the Chinese shampoo brands consumers.The author tests the theoretical model and the hypothesis. Findings of the study indicateperceive brand value includes:Functional Value. Symbolic Value, Experience Value and the perceived risks. Theredimensions influence share of wallet indirectly through customer satisfaction, brandpreference and brand commitment. This paper also finds that Functional Value andExperiential Value influence share of wallet positively, while the perceived risks havenegative influences. There is no directly significant impact between the Symbolic Valueand the share of wallet.