The Impact Of Crad Juveniles Brand Assets On Farmers' Purchase Willingness

These aspects about China's crab juveniles yield,breeding area and brand breeding are considerable,but the brand construction of crab juveniles is lagging behind.Moreover,brand building has become an important means for crab juveniles to enhance their market competition.It is of great theoretical and practical significance to study the impact of brand assets on farmers' purchase willingness.It can help the construction of the crab juveniles brand.With the construction of important strategic intention of brand equity development of crab juveniles industry,can solve the problems of the construction of the industry development problem.The purpose of this study is to explore the dimensions of crab juveniles brand and its impact on Farmers' willingness to buy.Literature research method,questionnaire survey method,data statistical analysis method and other research methods were used to study.Based on the theory of brand assets,consumer purchase intention theory,based on the summary of research scholars on purchase intention and influence brand equity on customer purchase intention of brand equity,the customer,from the previous brand equity model,construct a dimension of crab juveniles brand assets and a model.And relevant hypotheses are put forward.To do empirical analysis,and the relationship between each dimension and the impact on Farmers' willingness to buy is analyzed,put forward relevanthypothesis.In this study,crab juveniles as the research object,carries on the empirical analysis by collecting the data of questionnaire,finally verified the hypothesis or not,draw a conclusion:(1)this paper constructs the conceptual model of influence of brand equity on Farmers' willingness to buy crab juveniles of the five dimensions of brand equity into brand awareness,perceived quality,brand association,brand emotion crab and crab brand loyalty.Through the empirical analysis of Chongming crab juveniles brand,it is concluded that: crab juveniles brand cognition and crab juveniles quality perception influence each other;crab juveniles brand cognition and crab juveniles brand association influence each other;crab juveniles brand cognition,crab juveniles quality perception and crab juveniles brand association all have a positive influence on crab juveniles brand emotion;and crab juveniles brand emotion,as an intermediary,has a significant positive influence on brand loyalty.And the five of the farmers purchase intention has significant positive influence relationship;(2)brand equity for the farmers to purchase intention from large to small order: quality awareness,brand awareness,brand loyalty,brand emotion,brand association,.Finally,according to the research conclusion and puts forward the corresponding management construction of crab brand construction,and summarizes the shortcomings of this study.