农资品牌连动力及成因探索

发布时间：2018-03-05 20:21

本文选题：农业　切入点：生产资料　出处：《管理学报》2013年07期 　论文类型：期刊论文

【摘要】：采用定性到定量的混合研究路径,探索农资品牌连动力的概念及品牌连动力的形成机理。首先采用理论抽样选取小样本数据,运用扎根理论法,提炼出农资品牌连动力概念,构建农资品牌连动模型;然后通过大样本问卷调查,验证品牌连动模型的合理性。研究发现,①品牌连动力分为引荐力、信誉力和行为力3个主范畴;②农户对知名品牌的认知会直接影响品牌连动力;③品牌间关联度及零售商营销政策会调节知名品牌认知与品牌连动力之间的关系强度;④随着主品牌的不断成长(品牌知名度→品牌美誉度→品牌忠诚度),品牌连动力也不断被推动与加强(引荐力→信誉力→行为力)。
[Abstract]:In this paper, the concept of brand linkage power and the forming mechanism of brand linkage power are explored by means of qualitative and quantitative hybrid research path. Firstly, the concept of brand linkage power is extracted by selecting small sample data from theoretical sampling and applying the method of rooted theory. Then, the rationality of brand linkage model is verified by a large sample questionnaire survey. It is found that the driving force of brand linkage can be divided into referral force. Three main categories of reputation and Behavioral Power Farmers' cognition of well-known brands will directly affect the relationship between brand power and brand linkage, and the relationship between brand recognition and brand linkage will be regulated by retailers' marketing policies. With the continuous growth of the main brand (brand popularity). 鈫払rand reputation. 鈫払rand loyalty, brand even power is constantly promoted and strengthened (introduction force). 鈫扖redit power. 鈫扵he ability to act.
【作者单位】：华中农业大学经济管理学院;湖北省农村发展研究中心;深圳市机场(集团)有限公司;
【基金】：国家自然科学基金资助项目(71273102,70873047) 中央高校基本科研业务费专项资金资助项目(2012RW004) 华中农业大学自主科技创新基金资助项目(2013YB13)
【分类号】：F426.72;F273.2

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