Impact Study Between Eco-agricultural Product Brand Image And Brand Trust

Driven by the trust crisis of agricultural products and the upgrading of residents' consumption,consumers' demand for safe,high-quality and healthy ecological agricultural products is more and more vigorous.As a result,the ecological agricultural enterprises pay more and more attention to consumers' trust through various ways and means.Among most of factors that affect consumers' brand trust in of ecological agricultural products,good brand image is an effective way to win trust among consumers and occupy the market.Through the systematic review and analysis of previous studies,it is found that there is still lacking of a strong and systematic discussion on consumer brand consumption behavior in the field of ecological agricultural products.The paper's cut-in point is about the study of consumer reaction on brand image and brand trust of ecological agricultural.And the paper follow the research route of "brand image's dimensions of ecological agricultural products--different dimensions effect on brand trust".Based on the existing research results and shortcomings of these research,this paper put forward the theoretical model and the corresponding research hypothesis.On the basis of literature research,field investigation and expert interview,a brand image measurement scale was developed,and the data of the preliminary investigation stage and the formal investigation stage were empirically tested by SPSS20.0 statistical analysis software.The data analysis includes a exploratory factor analysis about brand image measurement scale of ecological agricultural products and multiple regression test about theoretical model and related assumptions,in order to explore the content and structure about brand image of ecological agricultural products and the influence of dimensions on brand trust.The main contents and conclusions of this paper are as follows:(1)Explore the content structure suitable for the brand image of ecological agricultural products and find out its dimension composition and measurement scale.Through the exploratory factor analysis,this paper find out the dimensions of brand image,finding that the brand image of ecological agricultural products is a structure of five factors including product image,corporate image,consumer image,country of origin image and vision image,and then identify the key characteristics and attributes on brand image ecological agricultural products.In this paper,measurement scale of ecological agricultural products brand image is verified through the analysis of the data and the measurement scale has a high reliability and validity.This indicates that the five dimensional structure of ecological agricultural products not only covers the main contents of the general brand image,but also reflects the uniqueness of the ecological agricultural products industry.The content is more targeted,which fully summarizes the characteristics of the brand image of the ecological agricultural products.Study the direct impact between ecological agricultural products brand image and brand trust and compare the difference of their relationship between brand image and brand trust.This paper puts forward the model of impact of ecological agricultural products brand image on brand trust and the corresponding hypothesis.Then this paper study the impact of 5 dimensions of product image,corporate image,consumer image,origin image and symbol image on brand trust and analyse the differences between various dimensions and reasons causing the differences deeply.The study found that the significant positive impact between the ecological agricultural products brand image of the enterprise image dimensions on three dimensions of brand trust(brand ability trust,brand integrity trust and brand consistency trust)does not exist,which may have something to do with the ecological agricultural products enterprises in the marketing process mentioning the production enterprises rarely.There is a significant positive correlation between product image,consumer image,version image and brand ability trust,brand integrity trust and brand consistency of trust,but influence degree is different;The origin image has a significant promoting and stimulating effect on brand ability trust,brand integrity trust,but it has no significant positive correlation with brand consistency trust,which may be related to the connotative characteristics of origin image.The conclusions of this paper will help to enrich and deepen the theoretical research on the ecological agricultural products brand image.It also has a certain reference and guiding significance for the transformation of brand image marketing and operation ideas of ecologic agricultural products enterprises as well as beneficial to the promotion of the overall brand competence of agricultural products in China.Finally,aiming at the conclusions of this study,we put forward suggestions on how to enhance brand trust through the brand image marketing and the limitations of this study as well as the prospect of future research.