西南区域特色农产品品牌真实性对品牌权益的影响研究

A Study on the Impact of Authenticity of Southwest Regional Special Agricultural Product Brands on Brand Equity

农产品的品牌真实性逐渐成为品牌管理、品牌塑造等研究的新方向,本文选取8项代表性的西南区域特色农产品品牌,以此设计调研问卷,旨在探讨西南区域特色农产品品牌真实性对品牌权益的影响及其作用机理,采用定量与定性相结合的方法,前期通过文献检索与扎根理论构建品牌真实性、品牌体验、自我一致性和品牌权益之间的理论机制与测量量表,选取316位西南区域特色农产品的消费者为样本,开展定量分析。结论显示:西南区域特色农产品品牌真实性正向影响品牌权益;品牌体验在西南区域特色农产品品牌真实性与品牌权益之间发挥部分中介作用。

The authenticity of agricultural product brands has become a new focus of research in brand management and shaping.This study selects eight representative brands of agricultural products from the Southwest region and designs a survey questionnaire accordingly.The aim is to explore the impact and mechanism of the authenticity of agricultural product brands in the Southwest region on brand equity.By combining quantitative and qualitative analyses,this research formulates a theoretical mechanism and a measurement scale that link brand authenticity,brand experience,self-consistency,and brand equity,developed through an initial literature review and grounded theory.The research selects 316 consumers of featured agricultural products in Southwest China for a quantitative analysis.Thefindings suggest that there is a positive correlation between the brand authenticity of characteristic agricultural products in Southwest China and the brand equity.Furthermore,brand experience plays a partially mediating role between the authenticity of branded specialty agricultural products in the Southwest region and brand equity.