摘要
在茶叶产业竞争加剧的背景下,本文以安溪铁观音为研究对象,从实证角度探讨茶叶区域公用品牌资产及其对消费者行为的影响机制,对茶叶区域公用品牌资产价值的提升及市场营销具有一定的指导意义。研究结果显示,茶叶区域公用品牌资产由品牌关系、品牌认知、品牌联想和品牌溢价构成,除品牌溢价以外,其余要素会显著正向影响顾客的购买意愿或品牌传播意愿。因此,可以通过支持企业营销、发展升级产业、丰富交流途径和整合品牌优势来加强茶叶区域公用品牌资产对消费者行为的影响。
Under the background of tea industry's increased competition,takes Anxi-Tieguanyin as the research object,this articles study the influence mechanism of tea regional public brand equity on consumer behavior from the perspective of empirical,which can effectively guide to upgrade regional public brand equity and market.The results show:Tea regional public brand equity consists of brand relationship,brand awareness,brand association and brand premium;In addition to brand premium,the remaining three structural dimensions have positive impact on consumer purchase intention or brand communication intention.Therefore,we can support the enterprise marketing,develop and upgrade the industry,enrich the communication methods and integrate the brand advantages to strengthen the influence of tea regional public brand equity on consumer behavior.
作者
谭鑫
Tan Xin(Fujian Nomal University Minnan Science and Technology Insitute,Quanzhou 362332,China)
出处
《江苏商论》
2018年第2期10-14,18,共6页
Jiangsu Commercial Forum
基金
福建省教育厅中青年教师教育科研项目"多学科视角下在线负面评论对消费者创新抗拒的作用机理研究"(JAS160811)
