文章摘要
品牌资产对家庭农场经营绩效的影响——基于江苏省的实证研究
The impacts of brand equity on family farm performance: An empirical case study of Jiangsu Province
投稿时间:2019-10-11  最后修改时间:2020-03-04
DOI:10.13872/j.1000-0275.2020.0016
中文关键词: 品牌资产  家庭农场  公共品牌  私有品牌  质量信号  期望效用  经营绩效
英文关键词: brand equity  family farms  public brand  private brand  quality signal  expected utility  performance
基金项目:现代农业产业技术体系建设专用资金资助(CARS-28);江苏省社科基金重大项目(K0201900192)
作者单位E-mail
耿献辉 南京农业大学经济管理学院 南京 gengxh@njau.edu.cn 
薛洲 南京农业大学经济管理学院 南京 2015206001@njau.edu.cn 
潘超 南京农业大学经济管理学院 南京 1227340588@qq.com 
周应恒 江西财经大学中国农业农村现代化研究院 南昌 njzhouyh@126.com 
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中文摘要:
      品牌资产向消费者传递生产者的产品质量信息,降低消费者的感知风险和信息搜寻成本,增加其感知质量和期望效用,成为消费者溢价支付和生产者优质生产的桥梁,有助于家庭农场主提升经营绩效。本文基于信号理论和效用理论,利用2018年江苏省家庭农场运营监测数据,运用计量实证方法,分析家庭农场品牌资产利用和经营发展现状,探讨品牌资产对家庭农场经营绩效的影响。结果表明,有56.1%的家庭农场具有品牌资产,具有品牌资产的家庭农场经营绩效高于没有品牌资产的家庭农场,其中注册私有品牌的家庭农场经营绩效最高。品牌资产能够显著促进家庭农场绩效提升,进一步将品牌资产划分为私有品牌和公共品牌后,发现只有私有品牌能够促进家庭农场绩效提升,公共品牌未能发挥其清晰传递质量信息的作用。因此,政府应积极引导家庭农场构建农业品牌资产,鼓励有条件的家庭农场主发展私有品牌,同时加强区域公共品牌治理,保护区域公共品牌声誉。
英文摘要:
      Brand equity delivers product quality information of producers to consumers, reduces consumers’ perceived risks and information search costs, increases consumers’ perceived quality and expected utility, becomes a bridge between consumers’ premium payment and producers’ high-quality production, and helps family farmers to improve business performance. Applying the signal theory and the utility theory and based on the family farm operation monitoring data of Jiangsu Province in 2018, this paper empirically analyzed the status of family farm brand asset utilization, operation and development, and explored the impacts of brand assets on family farm business performance. Results showed that 56.1% of the family farms had brand equity and the performance of family farms with brand equity was higher than that of family farms without brand equity. Among them, those with registered private brands had the highest business performance. Brand equity can significantly promote the performance of family farms. When further dividing brand equity into private brand and public brand, this research finds that private brand can promote family farm performance, while public brand cannot play its role in a clearly transmitting production quality information. Therefore, the government should actively guide family farms to build brand assets of agriculture, encourage qualified family farms to develop private brands, improve the access threshold of public brands, and strengthen brand governance.
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