基于消費者的農產品品牌資產評估模型與實證研究.pdf

1、華中農業(yè)大學碩士學位論文基于消費者的農產品品牌資產評估模型與實證研究姓名：徐超申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：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