互联网感知视角下农业品牌忠诚度建立的困难与对策研究
Study on the Difficulties and Countermeasures in Establishing Agricultural Brand Loyalty under the Perspective of the Internet
陈杰 1杨安 1兰欣2
作者信息
- 1. 四川大学锦城学院,四川成都611731
- 2. 西南财经大学,四川成都611130
- 折叠
摘要
互联网+、创新创业、品牌创建都处于一个蓬勃的发展时期,现有农业品牌建设的研究较多在品牌价值、品牌度量、品牌战略上,而在互联网感知困难视角下农业品牌忠诚度的研究相对较少.通过文献梳理,分析了互联网感知视角下农业品牌忠诚度建立困难的原因,比较了线上线下影响农业品牌忠诚的主要驱动因素,提出了鲜明个性和适度情绪唤起等对策.
Abstract
Internet plus, innovation, brand building is in a rapid development period, many of the existing agricultural brand building in the brand value, brand, brand strategy measure, and on the Internet from the perspective of cognitive difficulty of agricultural brand loyalty is rela-tively small. Through literature review, analysis of the Internet from the perspective of agricultural brand loyalty based perceived reasons for the difficulties, compared the line under the main driving factors of agricultural brand loyalty, presents distinct personality and moderate emo-tional arousal and countermeasures.
关键词
农业品牌忠诚度/互联网感知/品牌信任/个性化/情绪唤起Key words
Agricultural brand loyalty/Internet perception/Brand trust/Personalization/Emotional arousal引用本文复制引用
基金项目
四川农业特色品牌开发与传播研究中心项目(CAB1602)
四川省农村发展研究中心资助项目(CR1611)
四川革命老区发展研究中心项目(SLQ2016B-07)
出版年
2017
国家科技期刊平台
NSTL
维普
万方数据