The Literature Review of Brand Equity and Consumer Buying Behaviour: 1980∼2014

This literature review presents an overview of the definition of brand, important roles of brand, followed by the characteristics of successful brands, consumer buying behavior and finally the models of consumer behavior. Brands are so important that they are regarded as the equity to a firm. Brand equity can be divided into four dimensions, including brand awareness, perceived quality, brand loyalty and brand associations. The study of consumer buying behaviour is of utmost importance in a number of aspects. First of all, consumer behaviour can influence the economic health of a nation. Second, through understanding the reasons for consumers to buy the products and their buying habits, the firms can make use of such information to devise corresponding marketing strategies in response to the consumers' needs. Only by understanding the consumer purchasing behaviour can the products or brands be developed in a right way.