农资品牌连动力及成因探索

Exploring Brand Pull Force of Agricultural Productional Meas and Its Formation

采用定性到定量的混合研究路径,探索农资品牌连动力的概念及品牌连动力的形成机理。首先采用理论抽样选取小样本数据,运用扎根理论法,提炼出农资品牌连动力概念,构建农资品牌连动模型;然后通过大样本问卷调查,验证品牌连动模型的合理性。研究发现,①品牌连动力分为引荐力、信誉力和行为力3个主范畴;②农户对知名品牌的认知会直接影响品牌连动力;③品牌间关联度及零售商营销政策会调节知名品牌认知与品牌连动力之间的关系强度;④随着主品牌的不断成长(品牌知名度→品牌美誉度→品牌忠诚度),品牌连动力也不断被推动与加强(引荐力→信誉力→行为力)。

Brand pull force of production means of agriculture was defined as purchasing patterns of farmers＇spontaneous buying other not well known brand product driven by a well known brand in retailing stores of Agricultural means of production. Through qualitative and quantitative analysis, the concept and mechanism of the brand pull power of the means of production for agricultrue are giv- en. The data from theoretical sampling by Grounded Theory Method and and the ones from large sam ple questionnaire survey with structural equation model were analyzed. Then, the results indicate that （1） The brand pull force is manifested into the following three dimensions, including the recommend force, credit one, and behavior one; （2） The farmers＇perception of a well known brand directly influ ences the brand pull force; （3） retailers＇marketing policies and the brand relevance can moderate the relationship between the perception of the well known brand and the brand pull force and （4） With the developing of the main brand is developing（brand awareness→brand reputation→ brand loyalty）,the brand pull force will promote and strengthen （recommend force →credit force →behavior force）.