|Table of Contents|

Influence of Brand Equity on the Alliance Effect of Geographical Indication Agricultural Products Double Brands

《北方园艺》[ISSN:1001-0009/CN:23-1247/S]

Issue:
2019年21
Page:
142-149
Research Field:
Publishing date:

Info

Title:
Influence of Brand Equity on the Alliance Effect of Geographical Indication Agricultural Products Double Brands
Author(s):
ZHAO Yanli1; 2; CHEN Ningning1
(1.Business College，Harbin University of Commerce，Harbin，Heilongjiang 150028;2.Market Development and Circulation Economic Research Center,Harbin University of Commerce,Harbin,Heilongjiang 150028)
Keywords:
brand equity; geographical indication; dual brand association; co-brand perceived value
PACS:
-
DOI:
10.11937/bfyy.20183574
Abstract:
The alliance of geographical indication agricultural products double brands is one of the effective ways to promote the agricultural development.The brand equity of umbrella brands and sub-brands are important factors affecting the alliance main effect.Based on the existed co-brand theory，this study used questionnaires and other methods to construct a conceptual model of brand equity affecting the alliance effect of geographical indication agricultural products double brands.The possible risks in the alliance was also analyzed.The results showed that the geographical indication brand equities，enterprise brand equities，brand image consistency and brand equity complementarity have a significant impact on the brand joint main effect.At the same time，the consumption experience of consumer had a regulatory effect on the strength of the relationship among variables in the influencing factors model of brand alliance main effect.Therefore，in the case of dual-brand alliance，we should not only upgrade the brand equity，ally with the high equity brand，but also consider the consistency of brand image and the complementarity of brand equities among the co-operative brands，to enhance the perceived value of consumers.

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Last Update: 2019-12-06