The Study Of Emprical Study On Brand Equity Of Green Agricultural Products Impact On Purchase Intention Of Consumer

Brand equity receives the attention of the academic and business circles more and more as a invisible assets of enterprise. Up to now, the factors which influence brand equity, the constructructs and evaluation of brand equity have been studied extensively. Few researches of brand equity had been made from the perception of customers and the research of the brand equity combining with Green-food is remains a vast blank. To realizes Hunan in change from richness to powerful. agriculture provinces,branding operation ofagricultural product it is very important Establishing Green-food Brand is the key to realize the leaping development of Hunan agriculture and it is also the requirements of meeting the consumer's needs. It would be beneficial to combination of brand equity theory study on the impact of brand equity on consumer's shopping intention. The dissertation focused on the structure of brand equity and these factors form the consumer's perception.The dissertation also built the measurement scale of brand equity of green agricultural products and discussed the mechannism of brand equity in consumer influence on purchase intention.Based on analysis and summary of the related literature both at home and abroad, the dissertation concluded the factors of brand equity comsumer-perceiving based,and designed the scale of brand equity of green agricultural products. The ultima measurement scale include six dimensions: Perceived quality, brand recognition, pricing, brand association, channel factors and consumer satisfaction.Makes an empirical analysis of the relationship between the brand equity elements and the purchase intention. Taking the consumer survey data of Hunan province as the basis for correlation and regression analysis. The conclusions are drawn:(1) Perceived quality is on intimate terms with purchase intention, Perceived risk is the most important factor that affects consumer's purchasing intention.(2) The customer satisfaction is positive to the purchasing intention, the higher the customer's satisfaction, the higer purchasing intention is.(3) The positive brand associations contributes to purchasing intention(4) Better brand awareness is positive to the purchasing intention.(5) The price will stimulate consumption, appropriate overflow are benefit for the purchasing intention.