基于消費者的農(nóng)產(chǎn)品品牌資產(chǎn)評估模型與實證研究.pdf

1、華中農(nóng)業(yè)大學(xué)碩士學(xué)位論文基于消費者的農(nóng)產(chǎn)品品牌資產(chǎn)評估模型與實證研究姓名：徐超申請學(xué)位級別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：嚴奉憲20090601AbstractTheresearchonbrandequityisthehottestissuewhichenjoysgreatattentioninthefieldofmarketingAsthelateststageofthistyperesearch，ConsumerbasedBrandE

2、quityisanimportantconceptwhichdefinedfrombrandmanagementperspective，thestructureandmeasurementmeasurememandevaluationarecorecontentThepastresearchofbrandequityisbasedonthefinancialandmarketingview，thisstudyissiQ越ficantfo

3、rthebusinessacquisitionandmerger，butexplainweaklyforrevealthesourcesofbrandequityanddrivingfactors，ConsumerbasedBrandEquityassessmentCansolvethisproblem，ithasbroadapplicationprospectsAtpresent，themeasurementofConsumerbas

4、edBrandEquityneedmoreresearchBecausealotofnlodelslackinteroperabilityandsystematicThisthesiswilldefinetheconceptofbrandequitythroughthelatestresearchofdomesticandinternationalAccordingteviewandcollatetheresults，analyzing

5、theChina‘Sagriculturalenterprises，agriculturalproductsandthemajoritybehaviorcharacteristicsofconsumeradoptingtheconceptofconsumer—basedbrandequityand”brandladder”modelbroughtupbyKevinKelleLincludingbrandequitybasedonthec

6、ustomer’SmodelmadebyYuChunlingwhoistheprofessorofQinghuauniversityTheneStablishaConsumerbasedBrandEquitymodel，itconsistsoffivedimensions。brandawareness，originAssociation，varietyAssociation，PerceivedQualitybraIldloyaltyUn

7、dertheresultoftheoryframework，theauthoradoptWestLakeLongjingteaempiricalstudytoexaminetheconceptualmodel，AlargenumberofdatawerecollectedthroughqualitativeandquantitativeresearchUsingcare如lprobabilityandmathematicalstatis

8、ticsmethods，aconclusionWasreached，thefivedimensionsofConsu】mer_basedAgriculturalBrandEquityareinterrelatestepsorderly；OriginAssociationandVarietyAssociationareveryimportantdimensionsforConsumerbasedAgriculturalBrandEquit

9、yTheseconclusionsareimportantforagriculturalbrandmanagerstofindtherealfactorswhichimpactthebrandequityunderstandingtheinfluenceofmarketingactivities，itisverysignificantforagriculturalbrandmanagementKeywords：AgricultureBr