Study On Equity Of Regional Agri-Product Brand Based On Consumer Perspective

Regional agri-product brand (Hereinafter referred to as RAB),as a kind of agricultural brand, appears in the form of "region name+category name", such as Dangshan Pear, Xinyang Tippy, Beijing Roast Duck, etc., is very popular at home and abroad. RAB is one of the engines of regional economic development, and its existence and development means a lot to related parties and industries.As we all know, the consumer is the creator and the owner of the brand, the key to the brand success,so we take the consumer perspective as a starting point.Brand equity is an important measurement tool to brand growth and brand competitiveness, this is the first introduction of brand equity to the research of RAB,we hope to promote the development of theoretical research and brand practice.This article mainly consists three parts,in the first part, we earried out an information encoding on the qualitativedata acquired from semi-structured interview using the Grounded theory After reviewing the relevant research literatures.In the second part, we clarified the meaning of each demension and its test item,choosen the tea brand as the test brand, conducted the test items purification through web survey. In the third part,we carried out field surveys using the questionnaire which include the scale that have been purified in wuhan city,hubei province. Also in this part,we analised the data and tested theoretical model and its assumptions applying the AMOS software,tried to extract the dimensions that the consumers understand RAB.The paths that have been tested validly constitute the equity model of RAB,and demonstrate its formation.The main conclusions of this study include:(1)This study finally extracted agri-product quality, regional association, brand awareness, value perception and brand response, these five dimensions are the basis of RAB equity.(2)Some aspects of five dimensions obtained data support, as well as test items. Agri-product quality includes internal quality and external quality. Regional association refers to humanities and social factor which are necessary or dependent to the agri-product, such as breeding tech, processing tech, production norm, history and traditions. Brand perception includes brand awareness and brand image. Perceived value include social value, emotional value and perceived costs. After literature review, Brand response was revised to brand resonances, which include loyalty acts and active participation.(3)Through structural equation modeling analysis using the AMOS software, brand perception and regional association interact each other, regional association has a direct positive impact on the agri-product quality, regional association has a direct positive impact on the perceived value, agri-product quality has a direct positive impact on the perceived value, agri-product quality has a direct positive impact on the brand resonances, perceived value has a direct positive impact on the brand resonances, these six hypothesizes past the test.