Consumer-Based Agriculture Brand Equity Evaluation And Empirical Research

The research on brand equity is the hottest issue which enjoys great attention in the field of marketing. As the latest stage of this type research, Consumer-based Brand Equity is an important concept which defined from brand management perspective, the structure and measurement are core content. The past research of brand equity measurement and evaluation is based on the financial and marketing view, this study is significant for the business acquisition and merger, but explain weakly for reveal the sources of brand equity and driving factors, Consumer-based Brand Equity assessment can solve this problem, it has broad application prospects.At present, the measurement of Consumer-based Brand Equity need more research. Because a lot of models lack interoperability and systematic . This thesis will define the concept of brand equity through the latest research of domestic and international. According to review and collate the results ,analyzing the China's agricultural enterprises, agricultural products and the majority behavior characteristics of consumer, adopting the concept of consumer-based brand equity and "brand ladder" model brought up by Kevin Keller, including brand equity based on the customer's model made by Yu Chunling who is the professor of Qinghua university.Then establish a Consumer-based Brand Equity model , it consists of five dimensions, brand awareness, origin Association, variety Association, Perceived Quality, brand loyalty. Under the result of theory frame work, the author adopt West Lake Longjing tea empirical study to examine the conceptual model, A large number of data were collected through qualitative and quantitative research. Using careful probability and mathematical statistics methods, a conclusion was reached, the five dimensions of Consumer-based Agricultural Brand Equity are interrelate steps orderly; Origin Association and Variety Association are very important dimensions for Consumer-based Agricultural Brand Equity .These conclusions are important for agricultural brand managers to find the real factors which impact the brand equity . understanding the influence of marketing activities, it is very significant for agricultural brand management.