지역 농산물브랜드의 특성과 소비자 구매의향간의 관계 연구: 안동시 사례를 중심으로

Title
지역 농산물브랜드의 특성과 소비자 구매의향간의 관계 연구: 안동시 사례를 중심으로
Other Titles
A Study on Relationship between Local Agricultural Products Brand and Consumer Purchasing Intention: the Case of Andong City
Author(s)
박재홍이용건[이용건]박석두[박석두]
Keywords
local agricultural products brand; brand equity; brand personality; consumer personality; local agricultural products brand; brand equity; brand personality; consumer personality
Issue Date
201009
Publisher
충남대학교 농업과학연구소
Citation
농업과학연구, v.37, no.2, pp.331 - 339
Abstract
The purposes of this study were to analyze the effect relationship between local agricultural products brand and consumer purchasing intention and then to find some influencing factors for them. This study tested three hypotheses as follows: brand personality, consumer personality, and brand equity for Andong agricultural products would be influenced by socio-demographic characteristics; brand power of Andong agricultural products would have a positive effect on consumer purchasing intention;consumer personality would have a effect on consumer purchasing intention. According to the survey of the metropolitan area residents on Andong agricultural product brand, brand image had the biggest influence on consumer purchasing intention. Raising consumer's trust and ability-orientation on Andong agricultural products would have a positive effect on consumer purchasing intention. Also brand acknowledgement was positively related to consumer purchasing intention.
URI
http://hdl.handle.net/YU.REPOSITORY/23544
ISSN
1225-2220
Appears in Collections:
자연자원대학 > 식품자원경제학과 > Articles
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