Home            Contact us            FAQs
    
      Journal Home      |      Aim & Scope     |     Author(s) Information      |      Editorial Board      |      MSP Download Statistics

     Advance Journal of Food Science and Technology

    Abstract
2014(Vol.6, Issue:12)
Article Information:

Brand Equity Management for Luxury Food Products based on the Customer Service Strategy

Qishen Zhou, Yalan Xu, Zuowei Yin, Deqing Bao and Shanhui Wang
Corresponding Author:  Qishen Zhou 
Submitted: September ‎18, ‎2014
Accepted: ‎October ‎01, ‎2014
Published: December 10, 2014
Abstract:
This study aims to analyze the brand equity management for luxury food products based on the customer service strategy. The literature review is delivered to launch the foundation of the service strategic analysis. The importance of the customer service strategy is enlightened to analyze the brand equity of luxury food products. The Kotler mode was adopted to establish the brand equity management system to investigate the customer service strategy. Then, the famous luxury food products brand, Chinese caterpillar fungus, was selected as the research object to analyze the problems in current relationship between the brand equity and the customer service. The analysis results show that the problems derive from the complicated external environment and mistakes in the internal management and the customer relationship management could improve the relationship between the customers and the corporations. Based on the model in this study, some suggestions are given to the problems in the customer service management

Key words:  Brand equity management, Chinese caterpillar fungus, luxury food products, , , ,
Abstract PDF HTML
Cite this Reference:
Qishen Zhou, Yalan Xu, Zuowei Yin, Deqing Bao and Shanhui Wang, . Brand Equity Management for Luxury Food Products based on the Customer Service Strategy. Advance Journal of Food Science and Technology, (12): 1356-1361.
ISSN (Online):  2042-4876
ISSN (Print):   2042-4868
Submit Manuscript
   Information
   Sales & Services
Home   |  Contact us   |  About us   |  Privacy Policy
Copyright © 2024. MAXWELL Scientific Publication Corp., All rights reserved