The Study Of The Influence Of Brand Community To Agricultural Products Brand Equity

With the improvement of China's economic development and consumer purchasing power, requirements and standards for agricultural products of consumer is increasing. Agricultural branding is not only the selection of agricultural modernization,but also the he inevitable requirement of the current market competition. With the growing popularity of the Internet, the rapid development of electronic commerce and technology continues to improve things together, number of excellent online brand of agricultural products, such as three squirrels, and other new farming brother, emerge.On the other hand,a lot of groups based on a brand of agricultural products appeares on the Internet as the enthusiasm of consumers to participate in brand building high due to the development of social networking.Brand Community become an important tool for brand building of agricultural products and accumulation of brand equity, be attented by more and more scholars and managers. Through literature review,we found that the current research on agricultural products between brand equity and brand community is relatively small, and mainly at the enterprise level. This paper is going to research these from a consumer perspective.Through a questionnaire survey and data network,we want to explores the role of asset-based consumer brand of agricultural produce brand equity dimensions and brand community, in order to supplement this gap theory of brand building and promotion of agricultural products practice,using combined methods to sum up the mechanism of agricultural dimension of brand equity and brand community on the brand equity of agricultural products; the third part,making questionnaire survey the fans of three squirrels Sina official microblogging, testing proposed theoretical models by using tructural equation and drawing relevant conclusions.The study's main conclusions:(1)Agricultural-based consumer brand assets consist primarily of brand awareness, origin association, agricultural value-conscious and brand resonance four dimensions.(2)Brand Community integration is a key factor in the formation of a community brand, brand integration degree can be measured by the same sense of community,spirit of community and community responsibility.(3)Increasing the degree of integration of brand community helps promote agricultural products brand equity.