Research On The Influencing Factors Of Regional Agricultural Product Brand Equity From The Perspective Of Consumers

Domestic scholars combine brand equity with regional agricultural product to carry out theoretical and empirical research,which starts late and is still in the primary stage.In the existing literature,most scholars have made a detailed analysis of the connotation and dimension of regional agricultural product brand equity,some scholars have made a series of empirical research on the relationship among the constituent dimensions of regional agricultural product brand equity.However,the empirical research on the driving factors of regional agricultural products brand equity is rarely involved.This article defined the concept of regional agricultural products brand equity based on consumer perspective,and put forward the regional agricultural products brand equity is made up of brand awareness,quality perception,brand loyalty and purchase intention,and put forward the origin image and consumer culture these two kinds of cultural geographical factors will influence the consumers attitude and evaluation of regional agricultural products brand.This article proposed ten research hypotheses,and constructed the model for the influencing factors of regional agricultural product brand equity according to the hypotheses.This article selected the regional brand of walnut as the test object,used SPSS19.0 to analyze reliability and validity of the survey data,and used AMOS17.0 to conduct a confirmatory factor analysis on the conceptual model,and then modified to get the reasonable path graph structure model.The revised model roadmap reflected the formation process of regional brand equity of agricultural products,and showed the relationship between the constituent dimensions of regional agricultural products brand equity.Finally,this study included the following conclusions:First,there existed a certain relationship between the four dimensions of regional agricultural product brand equity.Brand awareness and quality perception had a direct positive effect on brand loyalty,and brand awareness had an indirect positive effect on brand loyalty through the mediating variable quality perception;brand awareness and quality perception through the brand loyalty intermediary variable had an indirect positive effect on purchase intentions;brand loyalty was the only variable that directly positively influenced purchase intentions.Second,origin image and consumer culture had a direct or indirect positive effect on the dimensions of regional agricultural product brand equity.The origin image had a direct positive effect on brand awareness and quality perception,and in turn had a positive indirect impact on brand loyalty and purchase intention;consumer culture had a direct impact on brand awareness,and had an indirect effect on the other three dimensions of the regional agricultural product brand equity.The research results of this article had some inspiration for the management of regional agricultural product brand,establishing a good origin image is beneficial to the formation of brand equity of regional agricultural product,the cultivation and promotion of regional agricultural product brand equity depend on the brand's own construction.