基于消费者视角农产品品牌资产研究.PDFVIP

广东农业科学 2015 年第 1 期 183 基于消费者视角的农产品品牌资产研究 ———以宁乡花猪为例 张国政 刘呈辉 湖南农业大学商学院袁 湖南 长沙 410128冤 要 品牌资产作为产品的核心价值袁在同类产品差异较小的情况下袁已经成为消费者记 和识别商品的工 具遥 从消费者角度出发袁在品牌资产相关理论的基础上袁构建农产品品牌资产模型袁并以宁乡花猪为例进行实证研 究袁得出基于消费者视角的农产品品牌资产构成及其相关关系袁并论证农产品品牌认知尧品牌联想尧品质感知对消费 者影响 著曰最后为农产品生产企业经营管理者提供了相关建议遥 关键词 农产品曰 宁乡花猪曰 品牌资产 中图分类号 F322 曰 F762 文献标识码 A 文章编号 1004-874X 2015 冤01-0183-05 Research on brand equity of agricultural products from the perspective of consumers 要Taking Ningxiang spotted pig as an example ZHANG Guo-zheng, LIU Cheng-hui (Sc hool of Bus iness , Hunan A gric ultural Univ e rs ity, Changs ha 410128, China) Abstract: Brand equity is the core value of products, under the condition of little difference in the same product, it becomes a tool of consumers memory and recognition. From the view of consumers, based on the theory of brand equity, this paper built brand equity model of agricultural products, and took Ningx iang spotted pig for empirical research, got the agricultural brand assets constitute and their relationship from the perspective of consumers, and demonstrated that brand awareness, brand association, perceived quality had significant impact on consumers. At last, the research provided relevant suggestions for the management of agricultural product production enterprise. Key words: agricultural products; Ningxiang spotted pig; brand equity 20 世纪90 年代末以来袁品牌农业作为品牌经济的 领域对品牌的众多特性侧重有所不同袁 逐渐反映了一