The Study On The Relationship Between Reglonal Brand Image Of Agricultural Products And Its Brand Loyalty

With the era of brand competition, the training and development of regional brand of agricultural products has become an important strategy to the development of agricultural industry. Both the Government and operators of agricultural products are beginning to think about branding development, and it makes the study of regional brand of agricultural products increasingly becomes a hot topic, which is general interest in the field of marketing theory and practice. From the data of the regional brand of agricultural product in China, the increasing of agricultural brands, which has been registered, is about 20 per year since 2000.This paper takes the image of regional brand of agricultural products as an enter point, focuses on of the composition of regional brand image of agricultural products, and its relationship with brand loyalty. From the previous studies, the research on brand image has had considerable achievements. However the research, which on the definition of regional brand image of agricultural products, the study to the composition of regional brand image of agricultural products, and its relationship with brand loyalty is still a vacancy. Based on the literature review and qualitative research, this paper tries to giving a accurate definition to the regional brand and to the regional brand image of agricultural products, at the same time, giving a reasonable analysis framework of the composition of regional brand image of agricultural products, which includes the image of regional industry, product image and the personality of the brand. Based on the relevant model and assumptions, this research takes the tea as an example, and collects the raw data through questionnaires in the form, then using the SPSS 17.0 to analysis the data. The results shows that two key dimensions of regional brand image of agricultural products, which are the image of regional industry and product image, has been verified. The data analysis also shows that the measurement scale and model of this research has a good reliability and validity.To the study the relationship between the composition of regional brand image of agricultural products with brand loyalty, firstly, based on the literature review, this paper proposes that the brand loyalty of regional brand of agricultural products having three main dimensions, which includes the willing to continuing to buy, the tolerance to a higher price, and the willing to recommending others to buy. With the data of marketing research, this paper has done some statistical analysis to the measurement of regional brand of agricultural products, and the results show that the measurement scale has good reliability and validity. Secondly, this study has tested the relationship between the composition of regional brand image of agricultural products with brand loyalty, and the impact of background variables with variance analysis, correlation analysis, regression analysis and some other statistical methods, then does regression analysis to the relationship between the composition of regional brand image of agricultural products with brand loyalty by using statistical software AMOS 18.0, and demonstrates the model which has been proposed. Finally, based on the conclusions of this study, this paper presents the views and proposals to the regional brand-building, and making relevant prospects to follow-up research in this area.The innovation of this paper is as the following:1,Based on the study of the general product brand image, this paper focuses on the dimensions of regional brand image of agricultural products, and the relationship between the composition of regional brand image of agricultural 1 products with brand loyalty.2,By constructing the relevant models and assumptions, this study uses empirical research to analysis the composition of regional brand image of agricultural products, and its relationship with brand loyalty. 3,With the relevant conclusions of empirical research, this paper gives some comments and suggestions to building and development of regional brand of agricultural products.