Study on Influence Mechanism of Organizational Management on Brand Equity of Geographical Indication Agricultural Products ——An Empirical Analysis Based on Consumer Perspective
YANG Hui1, LIU De-jun2
1.International School, Jiangxi University of Finance and Economics, Nanchang 330013, China; 2.School of Tourism and Urban Management, Jiangxi University of Finance and Economics, Nanchang 330013, China
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.
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
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