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Brand equity is a very important concept in business practice; it has become an important field of sales and management. Based on the mobile phone consumers in China, in this research, the brand equity, purchasing value and purchasing willing less were discussed to study whether the brand will affect the consumer's behavior when they purchasing mobile phone, then Keller CBBE model were used to divide the investigators into four groups to analyze the relationships between consumers and brand. Questionnaire, focus group and interview these three research methods were used in this research to investigate the 本留学生论文由留学生论文网 www.51lunwen.org提供mobile phone consumers in Beijing and then the data were analyzed using EXCEL. The results showed that the consumers would be influenced by brand of products whey buying mobile phone, different generation has different demand of mobile phone, so they focus on the different contents. In conclusion, products’ brand can be an specialized asset, its effect can influence the consumers’ purchasing behaviors directly, therefore brand equity is important to mobile phone company,brand equity of products can reflect products’ brand awareness and loyalty of consumers on brand.

Contents
Authorship Declaration 2
Abstract 3
Acknowledgement 7
Chapter 1 Introduction 8
1.1 Background 8
1.1.1 History of mobile phone 8
1.1.2 Today’s China mobile phone market 8
1.1.3 The significant impact of brand on mobile phone market 9
1.2 Research motive of the projective 11
1.3 Objectives 11
1.4 Dissertation structure 12
Chapter 2 Literature Review 13
2.1 Introduction 13
2.2 Previous research 13
2.21 The definition and conception of brand equity 13
2.1.2 The relevant research in recent years 14
2.2.3 Keller’s customer-based brand equity model (CBBE) 15
2.3 conclusions 17
Chapter 3 Methodology 18
3.1 Introduction 18
3.2 Research Philosophy, Approach and Strategy 18
3.2.1 Research Philosophy 18
3.2.2 Research Approach 18
3.2.3 Research Strategy 19
3.3 The steps of data collection 19
3.3.1 Questionnaire 19
3.3.2 Focus Group 20
3.3.3 Interview 20
3.4 Conclusion 21
Chapter 4 Main findings 22
4.1 Introduction 22
4.2 Data Analysis 22
4.2.1 Original data handling 22
4.3 CBBE model analysis 23
4.3.1 Salience data analysis 23
4.3.2 Performance data analysis 25
4.3.3 Imagery data analysis 26
4.3.4 Judgments data analysis 27
4.3.5 Feelings data analysis 28
4.3.6 Resonance data analysis 29
4.3 Conclusion 30
Chapter 5 Conclusions 32
5.1 Introduction 32
5.2 Combined finding and implications 32
5.2.1 The development of mobile phone industry in China 32
5.2.2 Analyze brand view of mobile phone users in China with CBBE Model 33
5.2.3 Brand equity is important to Mobile Phone Company 33
5.3 Conclusion 34
5.4 The limitations 34
5.5 Future research 34
Appendix ⅠQuestionnaire (English) 35
Appendix Ⅱ Questionnaire (Chinese) 39
Appendix Ⅲ Focus group Questions (English) 42
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