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Brand equity, whose essence is the result of constant interaction between enterprises and customers, is important assets for enterprises. In this study, the concept of interaction and interactive marketing was defined and dimensions of brand equity were divided more clearly. A brand equity driving model was proposed and tested based on interaction quality. The results show that interaction quality has a significant positive impact on brand equity; enterprisecustomer interaction quality has positive influences on all factors of brand equity; employeecustomer interaction quality has prominent influences on brand image and brand experience.

A Brand Equity Driving Model Based on Interaction Quality