A Leap Forward Path Model of Niche based on Brand Ecological Theory
AUTHORS
Christine Goddard,Concordia University, Canada
Cristopher Aschemann-Witzel,Concordia University, Canada
ABSTRACT
Based on the theory of brand ecology and evolutionary economics, this paper constructs a model of the transition path of brand niche and clarifies the driving mechanism of the transition of brand niche from the perspective of consumer cognition, that is, brand entrepreneurs under the leading role of heterogeneous human capital Bring out the innovative spirit of brand entrepreneurs through the three elements of property rights, system, and culture, and follow satisfactory decisions to search for consumer cognition to form value co-creation (value niche). Relying on the mobile phone industry, a consumer cognitive niche system has been constructed and the importance of various factors affecting the industry niche has been identified. Specifically, the mobile phone brand niche system is composed of 12 factors at the product level, brand level, and industry level. Among them, the key factors mainly include "quality perception, performance perception, functional innovation, brand reputation, and technological change." The high factor weight is a key factor that affects consumer brand perception and a key indicator that determines the transition of the ecological niche. Taking the Apple mobile phone as a specific case, the niche at each time point was measured and the niche transition was proved to be a historical process, and the comprehensive evaluation scores of the niche of 6 mobile phones were calculated and ranked. The results of the study show that the overall trend is rising first and then stabilizing.
KEYWORDS
Consumers, Brand ecology theory, Niche advancement, Brand awareness
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