消费者视角的农资品牌知名度指数评价模型  

Agricultural inputs brand popularity index assessment model from consumers'view

作　　者：赵建喆[1] 

机构地区：[1]北京理工大学管理与经济学院,北京100081

出　　处：《辽宁工程技术大学学报（社会科学版）》2009年第2期143-145,共3页Journal of Liaoning Technical University(Social Science Edition)

摘　　要：为研究消费者视角的农资品牌知名度指数评价模型,首先对品牌知名度的内涵给以了明确定义,确定了其构成因素,然后利用层次分析法与结构方程模型建构了品牌知名度测量的数学模型,最后运用消费者调研数据测度了中国化肥产品的品牌知名度。In order to study agricuhural inputs brand popularity index assessment model from consumers view, first brand popularity is established ,and also the component factors of brand popularity are determined. Then using the analytic hierarchy process （AHP） and structural equation a model for the evaluation of the agricultural inputs brand popularity is built. Based on sample investigation on consumers, chemical fertilizer brand popularity in China is analyzed.

关 键 词：消费者视角 品牌知名度 指数评价模型 

分 类 号：F221[经济管理—国民经济]