营销感知、品牌认同与饲料品牌锁定行为--基于我国八省1484个生猪养殖者调查数据

Marketing Perception,Brand Identities and Feed Brand Lock-in Purchasing Behavior:Empirical Analysis Based on Survey Data of 1484 Pig Farmers from 8 Provinces

基于我国8个省份1484位生猪养殖者饲料品牌选购行为的微观调查数据,采用Logit和OLS回归模型,探讨营销感知和品牌认同对生猪养殖者品牌锁定行为的影响差异。结果表明:营销感知和品牌认同均有助于提升生猪养殖者的品牌锁定行为。其中,营销感知可以直接作用于生猪养殖者品牌锁定行为,也可以通过品牌认同“部分地”间接作用于生猪养殖者品牌锁定行为,即品牌认同在营销感知与生猪养殖者品牌锁定行为之间具有部分中介效应。基于此,提出营销感知和品牌认同是生猪养殖者锁定购买行为的两大抓手,应通过强化饲料品牌战略建设、创新广告宣传方案和提高产品服务质量等方式,有效提高生猪养殖者对饲料品牌的持续购买。

Based on the micro-survey data of 1484 consumers’feed purchasing behavior in 8 provinces,this paper uses Logit and OLS regression models to explore the influence of marketing perception and brand identity on pig farmers brand loyalty.The result shows that both marketing perception and brand identity can help increase pig farmers’brand loyalty.Among them,marketing perception can directly act on pig farmers’brand loyalty,or it can indirectly act on pig farmers’brand loyalty“partially”through brand identity.That is,brand identity is of some intermediary effect between marketing perception and pig farmers’brand loyalty.This paper holds that marketing perception and brand identity are the two major hands manipulating pig farmers in maintaining their purchasing behavior,which can effectively improve pig farmers’loyalty to feed brands through strengthening the construction of feed brand strategies,innovatively advertising programs and improv⁃ing the quality of products and services.