Analysis of National Wave Brand Value and New Consumer Class Loyalty Combined with the HIROSE Model

With the continuous development of China's market economy and the gradual transformation of market competition to brand competition, the brand has an increasingly important role for enterprises. Based on the HIROSE model, this study constructs the M-HIROSE model, which is more suitable for the evaluation of the value of the National Tide brand by adjusting the brand revenue, brand expansion power, and period. To explore the relationship between the loyalty of the new consumer class and national brands, multiple regression is used for analysis. By empirically analyzing the basic financial data of China's five national tide brand operators in the past three years, the results show that the ranking of the final brand value of the enterprises and the ranking order of the loyalty drivers are consistent, and the loyalty drivers basically determine the final brand value of the enterprises. The direct effect of new consumer class loyalty on the National Tide brand is significant (R2=0.235, p<0.001). This study, based on the M-HIROSE model of the National Tide brand value assessment, is feasible, and the new consumer class loyalty has a significant effect on the National Tide brand. © 2024 Lan Ma, published by Sciendo.