In this paper,using the research method of grounded theory,with the competitive brand of home gardening—Hongyue Garden Maker as the specific object of study,we collect the data through interviews and surveys,conduct ...In this paper,using the research method of grounded theory,with the competitive brand of home gardening—Hongyue Garden Maker as the specific object of study,we collect the data through interviews and surveys,conduct coding analysis step by step on the data,establish the brand asset creation path model consisting of some main dimensions including " brand salience"," brand performance"," brand image"," brand judgment"," brand feeling",and " brand resonance",and reveal the interaction and logical relationship between the above dimensions,so as to provide theoretical support for the asset creation of many kinds of home gardening and other brands.展开更多
基金Supported by National College Students'Innovation and Entrepreneurship Training Program in 2017(103-2013200072)National Social Science Fund Project(15BGL088)Zhejiang Higher Education Reform Project in 2016(jg20160092)
文摘In this paper,using the research method of grounded theory,with the competitive brand of home gardening—Hongyue Garden Maker as the specific object of study,we collect the data through interviews and surveys,conduct coding analysis step by step on the data,establish the brand asset creation path model consisting of some main dimensions including " brand salience"," brand performance"," brand image"," brand judgment"," brand feeling",and " brand resonance",and reveal the interaction and logical relationship between the above dimensions,so as to provide theoretical support for the asset creation of many kinds of home gardening and other brands.
