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http://dx.doi.org/10.5392/JKCA.2022.22.10.615

Study on the Influencing Factors of Brand Equity from the Perspective of Consumers - Taking Rizhao Green Tea as an Example  

Hu, Jiangsheng (동서대학교 일반대학원 디자인학과)
Lee, Jinho (동서대학교 디자인대학)
Publication Information
The Journal of the Korea Contents Association / v.22, no.10, 2022 , pp. 615-626 More about this Journal
Abstract
At present, there are a lot of theoretical studies on the theme of tea industry brand construction, but in the survey, it is found that the theory that can study the tea industry brand from the perspective of brand equity is extremely lacking. This paper takes Rizhao Green tea as the research object, focusing on the influencing factors of Rizhao Green tea brand equity from the perspective of consumers and the relationship between various factors. The results show that the brand equity of Rizhao Green tea is composed of brand awareness, regional association, quality perception and brand loyalty. There is a certain correlation between each dimension and has an impact on brand equity. There is a significant correlation between brand awareness and regional association. Brand awareness has no significant impact on quality perception. Regional association has a significant positive impact on quality perception and brand loyalty. Brand awareness and quality perception have a significant positive impact on brand loyalty. The research results can provide theoretical basis and practical guidance for the construction of Rizhao Green tea brand assets while making up for the lack of theoretical research in this field.
Keywords
Green Tea; brand Equity; Consumer Perspective; Brand Loyalty;
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