Research On The Supply Chain Brand Relationship Of Tea Based On Consumer Cognition

China,with the longest history of tea production,the rich tea sorts,and the large scale of product,is rooted in tea culture in all respects of life and production.However,most of the tea enterprises in our country,still in the business development stage with product name but no brand name,do not pay much attention to brand building and management,Less part of tea enterprises,adopting brand strategy,has rapidly developed,but the majority of them is in the development stage of regional brand,a saying lively confirms the status quo of Chinese tea production and sales,that China has 70000 tea factories,is not worth a Lipton brand in the UK.The key to the brand management lies in the construction of a good consumer-brand relationship.Brand relationship is the cutting-edge stage of research.from the perspective of the relationship brand research has got a lot of achievements.From the research point of view,formation mechanism of brand relationship develops along two main theoretical lines,one is a single consumer brand relationship,the other is a plural brand relationship.The formation mechanism of single consumer brand relationship in the formation of the relationship neglects role of other bodies in supply chain,and plural brand relationship is too broad.In view of the characteristics of tea production,sales and the deficiency of the existing brand relationship theory study,A study on the relationship of tea supply chain brand based on consumer cognition is put forward,aiming at revealing the role of body image of supply chain in formation mechanism of the brand relationship of tea and other special agricultural products.On the basis of literature review,taking on interpersonal relationship theory,relationship marketing theory,social exchange theory,brand prototype theory and cue utilization theory as the theoretical basis,according to the key findings and conclusions of phenomenological interviews,this study analyzes driving factors of tea consumer brand relationship,and constructs tea supply chain brand relationship model based on consumer cognition.The model follow the logical thread of interpersonal relationship structure theory,"cognition-emotion-behavior",taking priori knowledge about origin brand image cognition,enterprise brand cognition and the store image as the driving variables of customer perceived value,and further to drive the brand emotion.brand relationship is divided into instrumental type and shared type brand relationship after introduction of social exchange theory,between two kinds of relationship exchange theory,that form impact on the brand behavior under different brand relationship types.This study use SEM empirically to test the validation of the theoretical model.First through the SEM hierarchical regression,significant degree test method of chi square value change(??2)is used to test models fitting comparing.The whole model that driving variables are corporate brand awareness,country of origin image and store image,is found better than partially driving model in fitting condition.So it is reasonable to construct the theoretical model of tea supply chain brand relationship based on consumer cognition.It is found that through SEM path hypothesis testing:(1)Image cognition of supply chain body has a significant positive impact on customer perceived value,which including functional value,emotional value and social value three dimensions,is positively driven by origin brand image effect,enterprise brand cognition and store image.(2)the functional value,emotional value and social value of the customer perceived value can positively influence the tool-typed brand relationship and the shared-typed brand relationship.(3)Different brand relationship types influence brand behavior differently.tool-typed brand relationship has a significant positive impact on brand behavior loyalty,but not on brand attitude loyalty.This demonstrate that consumers dominated by tool-typed brand relationship buy passively a brand of tea long term under the condition of income constraint.Shared-typed brand relationship not only has a significant positive impact on brand attitude loyalty,but also has a significant positive impact on brand loyalty,brand attitude loyalty significantly affects behavior loyalty.On the basis of investigation study,this study takes the experimental research as a supplement in order to reveal the thread effect of tea supply chain information on the formation of brand relationship in different brands context.Through variance analysis,it is found that types of brand relatively significantly influence on the subjects' quality evaluation and brand attitude with no origin information stimulation.subjects' quality evaluation and brand attitude are more positive in mature situation than start-up brand situation,but in the interference of origin information,the influence difference degree substantially reduces.It shows that the start-up brand has a stronger dependence on the origin information cues.In the variance analysis of influence of the type of brand,origin information on perceived quality and brand trust,it can be found that that the main effect of the origin information cues reaches significant level,but brand type and origin information don't have significant interaction effect on perceived quality and brand trust.Under the situation of different brand context,effect of commercial channels on perceived quality and brand trust is relatively small,and difference isn't significant.indicating that the attitude of consumers,especially as the young group of experimental subjects,towards commercial channels and choice is more diverse.And brand type and commercial channels don't have significant interaction effect on perceived quality and brand trust.Finally,according to the research conclusion,this paper finally puts forward management inspiration,and research prospects according to research limitations of the article.