农产品区域品牌伞策略中“伞品牌”的作用机制——一个概念模型

The Mechanism of the Umbrella Brand Effect in the Regional Umbrella Brand Strategy of Primary Products——A Framework of Conception

农产品区域品牌伞策略强调的是农产品区域品牌作为"伞品牌"对伞下农产品及其品牌产生庇护和提携作用。文章试图探讨农产品区域品牌伞策略中,农产品区域品牌作为"伞品牌"是如何作用于伞下农产品或品牌的。在参考相关文献的基础上,归纳出消费者对于作为伞品牌的农产品区域品牌的态度和好感,通过三种可能的途径迁移到伞下农产品或品牌,并影响伞下农产品或品牌的评价,在此基础上提出三个研究假说,并构建出一个影响农产品区域品牌伞背书效果的概念模型。

The primary products regional umbrella brand strategy is emphasized that the primary product regional brand as ＂umbrella brand＂ to support the product brand.The author is to discuss the umbrella brand how to act on the product or brand under it.Referring to the findings of brand extension,the author sums up that a consumer＇s attitude and favor about the umbrella brand would migrate to the agricultural produce or the brand by three possible approaches and affect the agricultural product or the brand valuation.On the basis of that,the author brings forward three research hypotheses and builds a concept model.