Brand evaluation plays a very important role in consumer decision-making process. For the organization, brand image is an intangible asset that can create the value of the product and establish company image. Therefore, how to improve brand evaluation is an important issue nowadays.
Customer empowerment is an emerging marketing paradigm in recent years, and has attracted the attention of scholars and practitioners. Customer empowerment is a transfer of the rights of product decision from producers to customers. From literature, we can find that customer empower can enhance consumer perceived value, and per-ceived value is positive related to consumer attitudes. Consumer attitudes are an component of the construct of brand evaluation. Therefore, this study infers that con-sumer empowerment can enhance brand evaluation.
This study used convenient sampling to collect 701 questionnaires from the stu-dents in Chinese Culture University and Aletheia University. 342 responses are valid. The response rate is 48.8%.
The results show that customer empowerment can enhance brand evaluation. Therefore, the hypothesis is supported. Theoretical and managerial implications, and future research suggestion are discussed.
