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| Research on The Promoting Mechanism and Path for The Brand Equity of The Retail Corporation in E-business Transition: Driven by The Double-channel Brand Image |
| HUANG Tianlong,LUO Yongtai |
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Abstract In recent years, the Chinese tradional retailers have been greatly shocked by the online retail industry, thus transiting to the E-business operation has been the essential trend for them. This article defines the retail corporation in E-business transition, as well as its brand image and brand equity. Then the theoretical structure of the “offline-online” double-channel brand image is proposed, and based on it the model of the promoting mechanism of the retail corporation’ brand equity in E-business transition is constructed. This study finds:the offline brand has very significantly effect on the online brand image in the three dimensions of value, price and supply; each dimension of the offline brand image has obvious influence(promoting effect) on the brand equity; each dimension of the online brand image also has obvious influence(promoting effect) on the brand equity.
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Received: 20 February 2014
Published: 15 April 2014
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Corresponding Authors:
LUO Yongtai
E-mail: luoyongtai@163.com
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2014, Vol. 
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