消费者视角小汤山品牌资产影响因素研究

Research on influencing factors of‘Xiaotangshan’vegetable brand equity from the perspective of consumers

【目的】有益于小汤山蔬菜品牌资产的建设提升与维护。【方法】利用小汤山蔬菜进行实证研究,构建了消费者视角下的影响品牌资产因素的模型,并对其之间的相互关系进行实证研究。【结果】消费者视角下的小汤山品牌资产由品牌认知度、区域联想、品质感知和品牌忠诚四个维度构成,且相互之间有一定相关关系,对品牌资产有着一定的影响。【结论】小汤山蔬菜品牌资产提升需要进一步提高品牌知名度,增加品牌的区域联想,加强消费者对农产品的品质感知,从而让消费者形成品牌忠诚,最终使得品牌资产得到提升。

【Objective】To explore the influencing factors of‘Xiaotangshan’vegetable brand equity in order to promote the brand construction and maintain it.【Methods】By using"Xiaotangshan"vegetables as the research subject,a model of factors affecting brand equity is constructed from the perspective of consumers,and the empirical research on the relationship between them is conducted.【Results】From consumer's perspective,the brand equity of"Xiaotangshan"vegetable is composed of four dimensions:brand recognition,regional association,quality perception and brand loyalty.They are correlated with each other and have certain impact on brand equity’s maintenance and promotion.【Conclusion】The improvement of the brand equity of"Xiaotangshan"vegetables needs to further improve brand awareness,increase regional associations of the brand,and strengthen consumers'perception of the quality of agricultural products,so that consumer’s brand loyalty can be build up and ultimately the brand equity can be enhanced.