基于消费者视角的农产品品牌资产研究——以宁乡花猪为例

Research on brand equity of agricultural products from the perspective of consumers——Taking Ningxiang spotted pig as an example

品牌资产作为产品的核心价值,在同类产品差异较小的情况下,已经成为消费者记忆和识别商品的工具。从消费者角度出发,在品牌资产相关理论的基础上,构建农产品品牌资产模型,并以宁乡花猪为例进行实证研究,得出基于消费者视角的农产品品牌资产构成及其相关关系,并论证农产品品牌认知、品牌联想、品质感知对消费者影响显著;最后为农产品生产企业经营管理者提供了相关建议。

Brand equity is the core value of products, under the condition of little difference in the same product, it becomes a tool of consumers memory and recognition. From the view of consumers, based on the theory of brand equity,this paper built brand equity model of agricultural products, and took Ningxiang spotted pig for empirical research, got the agricultural brand assets constitute and their relationship from the perspective of consumers, and demonstrated that brand awareness, brand association, perceived quality had significant impact on consumers. At last, the research provided relevant suggestions for the management of agricultural product production enterprise.