AN EMPIRICAL STUDY ON THE INFLUENCING FACTORS OF THE FORMATION OF AGRICULTURAL PRODUCT BRAND EQUITY IN THE ERA OF DIGITAL ECONOMY
How to improve the brand equity of agricultural products in the era of digital economy is crucial for the development of a new brand agricultural pattern and the advancement of agricultural modernization.Using the structural equation model and hierarchical regression model,a questionnaire survey was conducted on consumers who had the experience of buying agricultural products in physical stores and the Internet.The influence of corporate marketing strategies(i.e.,service strategy,experience strategy and communication strategy),digital characteristics and brand connotation on the brand equity of agricultural products in the era of digital economy were analyzed.The study found that in the digital economy era,service strategy positively affected brand loyalty;experience strategy positively affected brand awareness and brand association;communication strategy positively affected brand association;digital characteristics positively affected brand awareness and brand association;brand connotation could positively affect brand awareness,brand association and brand.The findings are suggested as follow.Firstly,enterprises can adopt targeted marketing strategies according to the different needs of the brand equity of agricultural products.Secondly,in the digital economy era of technological fluctuations and intense competition,enterprises can use new technologies,such as machine learning to improve operational efficiency.Thirdly,enterprises should dig deep into the brand connotation and choose efficient publicity methods based on different brand types.
digital economyagricultural products brand equitymarketing strategiesdigital featuresbrand connotation
NETL
NSTL
万方数据
