基于消费者视角的农产品区域品牌资产评估模型的构建——以武汉市茶叶消费者为调查对象  

Empirical Study on the Assessment Model Construction of Regional Agricultural Product Brand Equity from the Perspective of Consumers——Focusing on Tea Consumers in Wuhan

作　　者：聂国琪 高韧[1] 

机构地区：[1]华中农业大学经济管理学院,武汉430070

出　　处：《湖北农业科学》2016年第1期231-236,共6页Hubei Agricultural Sciences

摘　　要：为了揭示农产品区域品牌资产形成的机理,基于消费者视角,以茶叶品牌为研究对象,在借鉴已有文献研究成果上,构建了品牌认知度、区域联想、功能感知、品牌情感和品牌忠诚五个维度的品牌资产模型。通过问卷调查和访谈的方法获得数据,对该模型进行实证研究,得出在农产品区域品牌资产形成过程中,五个维度之间具有一定的路径关系,而且品牌情感是资产形成的重要环节,是连接"认知"和"行为"的重要桥梁;该结论为中国农产品区域品牌资产的提升指明了方向。In order to reveal the formation mechanism of regional agricultural product brand equity, based on the existing research, a five-dimension brand equity model including brand awareness,regional association.function perception,brand emotion and brand loyalty was constructed from consumer perspective. Taking the tea brand as the research object, through questionnaires and interviews, the empirical study concluded that there existed a certain path relationship among the five dimensions during the formation of regional agricultural product equity. And the brand emotion was an important link during the formation of brand equity,which connected ＂cognition＂ and ＂behavior＂. The conclusion given the direction for promoting China＇s regional agricultural product brand equity.

关 键 词：品牌资产 评估模型 路径关系 茶叶消费者 武汉市 

分 类 号：F762[经济管理—产业经济] F273.4