组织管理对农产品地理标志品牌资产的影响机制研究—

摘要运用结构方程模型的方法,以6类具有代表性的农产品地理标志品牌为对象,以来自消费者的689份有效问卷为样本,分析了组织管理对农产品地理标志品牌资产的影响机制。结果表明,管理制度对农产品地理标志品牌认知影响不显著,而对感知质量、品牌联想、品牌忠诚具有显著正向影响;组织协调对品牌资产具有显著正向影响;监督执行对感知质量具有正向影响,而对品牌认知、品牌联想和品牌忠诚影响均不显著。

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	杨慧
	刘德军

关键词：农产品地理标志品牌资产组织管理结构方程模型

Abstract： Taking six representative geographical indication agricultural product brands as study object, this paper analyzes influence mechanism of organizational management on brand equity of geographical indication agricultural products with the method of structural equation model, based on 689 valid questionnaires from consumers. The empirical results show that the management system has no significant effect on the brand awareness of geographical indication agricultural products, while it has significant positive effects on perceived quality, brand association and brand loyalty. The organizational coordination has a positive effect on brand equity, and the supervision and implement have a positive effect on the perceived quality, while they have no significant effects on the brand awareness, brand association and brand loyalty.

Keywords： Agricultural Products Geographical Indications Brand Equity Organizational Management Structural Equation Model

收稿日期 2017-07-21; 接受日期 2017-07-21;

基金资助:江西省软科学研究计划项目(20151BBA10028)

作者简介: 杨慧(1964— ),女,四川广源人,教授,博士生导师,主要从事市场营销研究;刘德军(1978— ),男,江西寻乌人,博士,讲师,主要从事市场营销研究。

引用本文:

杨慧，刘德军.组织管理对农产品地理标志品牌资产的影响机制研究——基于消费者视角的实证分析[J]. 经济经纬, 2017,4: 37-42

YANG Hui, LIU De-jun.Study on Influence Mechanism of Organizational Management on Brand Equity of Geographical Indication Agricultural Products ——An Empirical Analysis Based on Consumer Perspective[J] Economic Survey, 2017,V34(4): 37-42

链接本文:

http://www.jjjw.org.cn/CN/ 或 http://www.jjjw.org.cn/CN/Y2017/V34/I4/37