ZHAO Yanli,CHEN Ningning.Influence of Brand Equity on the Alliance Effect of Geographical Indication Agricultural Products Double Brands[J].Northern Horticulture,2019,43(21):142-149.[doi:10.11937/bfyy.20183574]
品牌资产对地理标志农产品双品牌联合主效应的影响
- Title:
- Influence of Brand Equity on the Alliance Effect of Geographical Indication Agricultural Products Double Brands
- 文献标志码:
- A
- 摘要:
- 地理标志农产品双品牌联合是品牌兴农的有效途径之一，伞品牌和子品牌的品牌资产是影响联合主效应的重要因素。基于已有品牌联合理论，运用问卷调查等方法，构建品牌资产影响地理标志农产品双品牌联合主效应的概念模型。结果表明：地理标志品牌资产、企业品牌资产、品牌资产互补性以及品牌形象一致性对双品牌联合主效应有显著影响，同时，消费者消费经验对各变量之间的关系强度有调节性影响。因此，在进行双品牌联合时，不仅要提升自身品牌资产，与资产高的品牌进行联合，而且还要考虑合作品牌间的品牌资产互补性和品牌形象一致性，从而提高消费者的感知价值。
- 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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备注/Memo
第一作者简介：赵艳丽（1964-），女，博士，教授，博士生导师，研究方向为品牌战略。E-mail:1904970496@qq.com.基金项目：黑龙江省哲学社会科学研究规划资助项目（18GLE466）；哈尔滨商业大学学科资助项目（hx2016001）；哈尔滨商业大学研究团队支持资助项目（2016TD013）。收稿日期：2019-01-18