| 农产品品牌真实性对品牌推崇的影响研究 |
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| 引用本文： | 项朝阳,李茜凌. 农产品品牌真实性对品牌推崇的影响研究[J]. 华中农业大学学报(社会科学版), 2020, 0(3): 91-99. DOI: 10.13300/j.cnki.hnwkxb.2020.03.011 |
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| 作者姓名： | 项朝阳 李茜凌 |
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| 作者单位： | 华中农业大学 经济管理学院,湖北 武汉 430070;华中农业大学 经济管理学院,湖北 武汉 430070 |
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| 基金项目： | 国家大宗蔬菜产业技术体系产业经济研究（CARS-23-F01）；国家自然科学基金项目“基于消费者风险认知的食品安全风险沟通作用机理及策略研究”（71603095）。 |
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| 摘 要： | 以S-O-R(刺激-机体-反应)模型为基础,构建了农产品品牌真实性与品牌推崇之间的关系模型,并以武汉市433名蔬菜消费者为样本进行实证检验。结果表明:农产品品牌真实性对品牌情感和品牌推崇具有显著的正向作用;“真有之情”和“应有之情”均对品牌推崇具有显著的正向影响;“真有之情”和“应有之情”在农产品品牌真实性与品牌推崇之间起到部分中介作用;品牌敏感在农产品品牌真实性和“真有之情”间起到负向调节作用。
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| 关 键 词： | 品牌真实性 品牌情感 品牌推崇 品牌敏感 农产品品牌 |
Research on the Influence of Brand Authenticity of Agricultural Products on Brand Evangelism |
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| XIANG Zhaoyang,LI Qianling. Research on the Influence of Brand Authenticity of Agricultural Products on Brand Evangelism[J]. Journal of Huazhong Agricultural University(Social Sciences Edition), 2020, 0(3): 91-99. DOI: 10.13300/j.cnki.hnwkxb.2020.03.011 |
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| Authors: | XIANG Zhaoyang LI Qianling |
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| Abstract: | Based on the S-O-R(stimulus-organism-response)model,this paper constructs a model of relationship between brand authenticity of agricultural products and brand evangelism,and conducts an empirical test by using 433 vegetable consumers in Wuhan as samples.It is found that brand authenticity of agricultural products has a significant positive effect on brand affect and brand evangelism;“real emotion”and“assumed emotion”both have a significant positive impact on brand evangelism;“real emotion”and“assumed emotion”play a partially intermediary role in between brand authenticity of agricultural products and brand evangelism;brand sensitivity plays a negative moderating role between brand authenticity of agricultural products and“real emotion”. |
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| Keywords: | brand authenticity brand affect brand evangelism brand sensitivity brand of agricultural products |
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