The New Method Of Brand Spillovers Effect

As the openness of agricultural capital market, the domestic agricultural capital based enterprises confronted the challenges from international agricultural magnates and famous brand. It is becoming necessary to speed up the agricultural capital transmission system reform and innovation, and to build up modern agricultural transmission network in order to adapt to modern agricultural and market system. Enhancing domestic agricultural brand establishing, fostering regional and national agricultural capital brand played an important role in the strategy issue and core competition. Currently, the agricultural capital market is less normative and in chaos situation, low quality product messed up with good quality product, which not only has bad influence on effectiveness, but also impede the establishment and realization of domestic agricultural brand and agricultural modernization. This research starts from the phenomena of current brand transmission-power emerged in China rural place, based on the diffusion and growth environment to explore the agricultural brand transmission-power.Based on the phenomena of purchasing behavior of brand transmission-power emerged in middle west part of Hubei province, this research combines brand unity, brand value, rural residents purchase behavior, using ground theory to conclude that the brand product value could be decomposed into brand product fame, brand product reputation, perceived brand product quality and brand product loyalty; brand transmission-power could be decomposed into introduction power, reputation power and behavior power, apart from that, this research combines the variables related to the characteristics of brand transmission-power and the variables of agricultural capital retailers to establish a theoretic model of impacts and measurement of brand transmission-power, in order to understand the measurement of brand transmission-power, antecedents, moderates and consequences and the effect mechanism, the impacts of certain product becoming the brand product and brand transmission-power product including the internal and external factors, hence the related hypothesis. At last, this research take the Tianmen city, Xiantao city, Jingzhou city and Qianjiang city in Hubei province as example, seclected677rural households to empirically research.According to the empirical analysis conclusion, the dimensions of brand value, the characteristics of brand transmission-power, retailer index are all the factors of brand transmission-power; there are internal logical relationship among the three dimensions of brand transmission-power, and the importance increases as the order from introduce power to reputation power; the impacts of rural residents on its purchase intention; as for the moderates role of brand transmission-power:the characteristics and retailer index’s moderates effect are all or partially approved, while each has different effect; disclosure of regional agricultural capital brand grow path and what kind of product is appropriate for brand product or brand transmission-power product.The innovation of the research lies on the conclusion of the brand outflow effect, which is under no particular strategy and influenced by the rural residents’self-purchase behavior. to some extent, the proposed idea of brand transmission-power explores a new area of brand research, and provide a new view of brand management and brand effect.