書誌事項
- タイトル別名
-
- Analysis of Regional Brand of Japanese Green Tea by Brand Evaluation Model
- ブランド ヒョウカ モデル ニ ヨル リョクチャ ノ チイキ ブランド ニ カンスル ブンセキ
この論文をさがす
抄録
In this paper, we established a regional brand evaluation model of Japanese green tea and clarified the source of the brand power by questionnaire survey analysis for consumers.<BR>In the brand evaluation model, brand image and quality evaluation are consisted of brand recognition and drinking experience, while a brand loyalty is formed by quality evaluation.<BR>1. Not only the quality of products but also the brand image is important for creating a regional brand of green tea.<BR>2. There is a positive correlation between the degree of drinking experience and the brand awareness.<BR>3. A clear brand image is created in the brand that has the high level of awareness. And, consumers think highly of regional brand's quality. But, there is not remarkable difference of the image and quality among each regional brand and the product differentiation is not established enough.<BR>4. It is difficult to make a loyalty for a regional brand of green tea. But, drinking and purchasing experience have positive effects to make a loyalty of regional brand.
収録刊行物
-
- フードシステム研究
-
フードシステム研究 19 (2), 156-168, 2012
日本フードシステム学会
- Tweet
詳細情報 詳細情報について
-
- CRID
- 1390001204493270912
-
- NII論文ID
- 130003376244
-
- NII書誌ID
- AA11251336
-
- ISSN
- 18845118
- 13410296
-
- NDL書誌ID
- 024252168
-
- 本文言語コード
- ja
-
- データソース種別
-
- JaLC
- NDL
- Crossref
- CiNii Articles
-
- 抄録ライセンスフラグ
- 使用不可