摘要
茶产业具有明显的区域性分布特点,提高茶叶的区域品牌价值有利于提升茶产业竞争力,品牌价值的核心是品牌忠诚度。本文分析了古丈毛尖品牌现状,并从消费者感知的视角,基于信度分析、效度分析及回归分析对古丈毛尖区域品牌忠诚度影响因素进行了实证研究。结果表明品牌感知和区域联想因素都对古丈毛尖区域品牌的忠诚度具有极显著的影响。据此进一步讨论了如何促进古丈毛尖品牌发展。
Tea industry has obvious regional distribution characteristics, improving the value of tea brand value is conducive to enhance the competitiveness of tea industry. The core of brand value is brand loyalty. This paper analyzes the current situation of Guzhang Maojian brand, and from the perspective of consumer perception, based on reliability analysis, validity analysis and regression analysis, the empirical study of influencing factors of brand loyalty in Guzhang Maojian area is carded out. The results show that brand perception and regional association factors have extremely significant influence on brand loyalty of Cruzhang Maojian brand. Accordingly, the paper further discusses how to promote the brand development of Maojian tea in Guzhang
作者
张国政
徐增
唐文源
ZHANG Guo-zheng XU Zeng TANG Wen-yuan(Business School of Hunan Agricultural University, Changsha 410128, China)
出处
《茶叶通讯》
2017年第3期45-48,共4页
Journal of Tea Communication
关键词
古丈毛尖
品牌忠诚度
回归分析
发展建议
Guzhang Maojian, Brand loyalty, Regression analysis, Suggestion of development
