集群社会资本驱动农业集群品牌价值实现吗——以品牌价值共创为中介  

Can Cluster Social Capital Drive the Brand Value of Agricultural Cluster?Agricultural Cluster Brand Value Co-creation as an Intermediary Variable

作　　者：张月莉[1,2] 蒋琴儿[1,2] Zhang Yueli;Jiang Qiner(College of Economics and Management,Zhejiang A&F University;Research Academy for Rural Revitalization of Zhejiang Province,Zhejiang A&F University)

机构地区：[1]浙江农林大学经济管理学院 [2]浙江农林大学浙江省乡村振兴研究院

出　　处：《南开管理评论》2022年第4期28-38,I0006,I0007,共13页Nankai Business Review

基　　金：浙江省高校重大人文社科攻关计划项目(2021GH034)资助。

摘　　要：农业集群品牌作为具有“公共物品”属性的特殊品牌,其价值实现需要品牌运营者联合利益相关者共同创造,而社会资本可以推动集群内利益主体的互动合作行为,这种互动合作建设品牌的行为被定义为品牌价值共创。在对美国加州新奇士橙、浙江丽水山耕和日本新潟越光米三个典型品牌进行研究的基础上,本研究识别品牌与利益相关者的互动界面,明确农业集群品牌价值共创关键维度;建立反映“集群社会资本—农业集群品牌价值共创—品牌价值”变量间因果关系研究框架;通过对国内105个集群品牌运营机构及其关键利益相关者的问卷调查收集数据对概念化模型进行实证检验。研究发现:农业集群品牌价值共创包括品牌与政府、品牌与产业链及品牌与消费者三个界面的互动活动;集群社会资本的培育是农业集群品牌价值实现的本源驱动力,但集群社会资本对农业集群品牌价值的影响必须通过品牌价值共创作为中介变量发挥作用。本文首次对集群社会资本、品牌价值共创及农业集群品牌价值的关系进行了实证探索,对启发当地政府努力提升农业产业集群社会资本、指导农业集群品牌运营者关注多重利益相关者构建的集群网络中的互动性价值共创活动并以此提升品牌价值具有重要意义。This paper aims to explore the internal formation mechanism of agricultural cluster brand value.Through teasing out existing literature,it is founded that the value of agricultural cluster brand which has the characteristics of public goods needs to be created jointly by brand operators and stakeholders,and social capital can promote the interactive and cooperative behavior of stakeholders within the cluster,which is defined as brand value co-creation.Firstly,based on the case study of three typical agricultural cluster brands,namely,Sunkist oranges from California USA,Lishuishangeng from Zhejiang Province in China and Koshihikari rice from Niigata in Japan,this paper identifies the interactions between the brand and stakeholders in the process of brand value co-creation of agricultural clusters.And then,we establish a research framework that reflects the causal relationship among the variables of cluster social capital-agricultural cluster brand value co-creation-brand value.Finally,we further empirically test the conceptual model by collecting data from questionnaires of 105 cluster brand operating institutions and their key stakeholders.It is found that value co-creation of agricultural cluster brand includes three dimensions,namely,brand and government interaction,brand and industrial chain interaction,and brand and consumer interaction.The cultivation of cluster social capital is the initial driving force of realizing the brand value of agricultural clusters.The influence of cluster social capital in clusters on brand value of agricultural cluster is mediated by brand value co-creation.This paper is the first to explore the relationship among cluster social capital,brand value co-creation,and brand value of agricultural clusters.The conclusion of this paper is of great significance to inspire the local government to improve the social capital of agricultural industrial clusters and the brand operators of agricultural clusters to pay attention to the interactive value co-creation activities in the cluster net

关 键 词：农业集群品牌 集群社会资本 品牌价值共创 品牌价值 

分 类 号：F323.5[经济管理—产业经济] F371.2F331.3