Research On Influencing Factors Of Rice Brand Equity From The Perspective Of Consumers

With the improvement of people's level of life,the consumption of brand rice is on the rise.Rice companies respond to market competition,and the inevitable choice to occupy the consumer market is to enhance rice brand equity,and increase corporate brand value.Rice as a necessity that is close and frequent in our daily life.Consumers' perceptions and attitudes will affect brand choices,as well as the generation and formation of brand equity.Therefore,the article using rice brand as the research object,we explore main factors influencing the rise of rice brand equity from the perspective of consumers.For enterprises that produce and operate rice brands in my country,the improvement of brand competitiveness is of great significance.First,combined with the theoretical model of "stimulus-response",the in-depth interviews method and literature review are used to select the influencing factors and constituent dimensions of rice brand equity.The external influencing factors are: retailer image,distribution density,product factor and promotion factor.The internal influencing factor is perceived value.The dimensions of the rice brand are: rice brand awareness,rice brand perception quality,rice corporate brand image,rice brand loyalty.Secondly,according to the above selected factors,put forward research hypotheses and build research model of rice brand equity influencing factors with perceived value as an intermediary variable.Finally,using the 664 effective questionnaires collected by the "network + field",the proposed direct and indirect hypotheses are tested by stepwise and stratified regression methods.The path analysis method is used to further analyze the factors that also have an effect on rice brand equity and the purpose is to clarify the main decision variables for the improvement of rice brand equity in all dimensions.Based on the analysis,we main conclusions that are as follows:First,the four dimensions of rice brand awareness,rice brand perception quality,rice corporate brand image and rice brand loyalty were tested to measure the effectiveness and applicability of rice brand equity.It verifies that the retailer's image,distribution density,product factors and promotion factors have a significant positive impact on rice brand equity.Second,it is clear that the image of retailers has the greatest influence on rice brand awareness.Distribution density has the greatest impact on rice enterprise brand image.Product factors have the greatest impact on rice brand perceived quality and rice brand loyalty.Compared with the above four dimensions,the influence of promotion factors is weaker.Third,it confirms that perceived value has a partial intermediary effect between the external influencing factors and the dimensions of rice brand equity.Perceived value has a partial intermediary effect between retailer image,distribution density,product factors,promotion factors and rice brand awareness,and rice brand perceived quality.Perceived value has a partial intermediary effect between distribution density and rice enterprise brand image.Perceived value has a partial mediation effect between product factors and rice brand loyalty.Based on the conclusions,in order to improve the brand equity of enterprises producing and operating rice brands,the following management revelations are proposed: increase consumers' perceived value of brand rice,increase consumers' consumption experience of brand rice,increase consumers' product perception of brand rice and increase the convenience for consumers to purchase brand rice.