Brand building of agricultural products is the key for agricultural enterprises to gain competitive advantage and occupy the market. Guizhou province is rich in green agricultural products resources and has superior n...Brand building of agricultural products is the key for agricultural enterprises to gain competitive advantage and occupy the market. Guizhou province is rich in green agricultural products resources and has superior natural resources, but it is at a disadvantage in the market competition. The constraint factor is that the brand is not enough to obtain consumer trust. In order to provide countermeasures and suggestions for Guizhou provincial government and agricultural enterprises to shape green agricultural products brand, this paper explores the influence path of country-of-origin image of Guizhou province on brand trust of green agricultural products. Therefore, based on the theory of Country-of-origin effects this study conducts an empirical research. Taking the country-of-origin image, including natural conditions,technological conditions, brand supervision norms, technology input, government marketing promotion and government policies as antecedent variables, and green agricultural brand trust, including brand competence trust and brand quality trust as dependent variables, the structural equation model was constructed. Through data collection and empirical analysis by using structural equation model, this study found that natural conditions have a positive impact on brand competence trust, and technical conditions have a positive impact on brand quality trust. The brand supervision norms, technology input, government marketing promotion and government policy will all promote consumers to have a positive impact on brand trust in green agricultural products.展开更多
With the increasing Chinese influence on the international language English, words like "tuhao" and "dama" have been included into the Oxford Dictionary. Some loan words from China have undermined ...With the increasing Chinese influence on the international language English, words like "tuhao" and "dama" have been included into the Oxford Dictionary. Some loan words from China have undermined the image of Chinese people. This paper, by taking"tuhao","dama"and"guanxi"for examples, analyzes the impact of these new loan words in English on the image of Chinese people. The result shows these words have negative influence on the image of Chinese people. Therefore, countermeasures should be taken to strengthen the spread of China's positive image.展开更多
文摘Brand building of agricultural products is the key for agricultural enterprises to gain competitive advantage and occupy the market. Guizhou province is rich in green agricultural products resources and has superior natural resources, but it is at a disadvantage in the market competition. The constraint factor is that the brand is not enough to obtain consumer trust. In order to provide countermeasures and suggestions for Guizhou provincial government and agricultural enterprises to shape green agricultural products brand, this paper explores the influence path of country-of-origin image of Guizhou province on brand trust of green agricultural products. Therefore, based on the theory of Country-of-origin effects this study conducts an empirical research. Taking the country-of-origin image, including natural conditions,technological conditions, brand supervision norms, technology input, government marketing promotion and government policies as antecedent variables, and green agricultural brand trust, including brand competence trust and brand quality trust as dependent variables, the structural equation model was constructed. Through data collection and empirical analysis by using structural equation model, this study found that natural conditions have a positive impact on brand competence trust, and technical conditions have a positive impact on brand quality trust. The brand supervision norms, technology input, government marketing promotion and government policy will all promote consumers to have a positive impact on brand trust in green agricultural products.
文摘With the increasing Chinese influence on the international language English, words like "tuhao" and "dama" have been included into the Oxford Dictionary. Some loan words from China have undermined the image of Chinese people. This paper, by taking"tuhao","dama"and"guanxi"for examples, analyzes the impact of these new loan words in English on the image of Chinese people. The result shows these words have negative influence on the image of Chinese people. Therefore, countermeasures should be taken to strengthen the spread of China's positive image.
