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Study on Structural Factors of Agricultural Product Brand Equity Utilizing Major Brand by Item

품목별 주요 브랜드를 활용한 농산물 브랜드자산의 구성요인에 관한 연구

  • Choi, Don-Woo (Gyeongsangbuk-do Agricultural Research & Extension Services) ;
  • Kim, Tae-Kyun (Dept. of Agricultural Economics, Kyungpook National Univ.) ;
  • Lin, Qing-Long (Dept. of Agricultural and Forestry Economic Management, Yanbian Univ.)
  • 최돈우 (경상북도 농업기술원) ;
  • 김태균 (경북대학교 농업경제학과) ;
  • 임청룡 (연변대학교 농림경제관리학과)
  • Received : 2016.08.08
  • Accepted : 2016.11.10
  • Published : 2016.11.30

Abstract

In order to present a realistic alternative to agricultural product brands which achieve quantitative growth but minimal qualitative growth, this study attempted to identify the structural factors that affect the agricultural product brand equity and quantitatively analyze the effects of the structural factors on the brand equity. For the quantitative analysis, a survey was conducted among customers with a structured questionnaire. The major results of the analysis are as follows. First, the structural factors of the agriculture product brand equity were theoretically reviewed through many preceding studies in regard to the brand and brand equity. Awareness, quality and loyalty were selected as the structural factors of the agriculture brand equity. Second, when the sub-structural factors of the agriculture product brand equity were analyzed, it was found that awareness includes familiarity, first reminding level, general awareness, sub-awareness, frequency of reference and level of people's logo recollection. Quality includes quality consistence, quality reliability, quality stability, general quality and quality for price. Loyalty includes recommendation, purchase intention, cost premium and repurchase intention. Third, in the analysis of the factors of awareness, quality and loyalty were found to be statistically significant at the 1% level of significance, and it turned out that the higher the awareness, quality and loyalty, the higher the brand equity. Fourth, the factors most influencing the brand equity differed from those obtained using the standardized coefficients. The highest standardized coefficients of the factors on rice and condiment vegetables were those for quality with values of 0.486 and 0.581, respectively, and the highest standardized coefficients of the factors on fruits and fruit vegetables were those for loyalty with values of 0.536 and 0.490, respectively. Finally, it was found to be more effective to develop brand policies using an approach based on awareness, quality and loyalty by item. Also, focusing on enhancing the quality when developing brand policies for rice and vegetables, or focusing on enhancing loyalty when developing brand policies for fruit and vegetables was found to be more efficient using the limited resources.

Keywords

Agricultural Brand;Awareness;Brand Equity;Quality;Loyalty

Acknowledgement

Supported by : 농촌진흥청

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