Research on the Path to Creating Home Gardening Brand Assets Based on Customers—A Case Study of Hongyue Garden Maker

Jinnan Sun, Yueli Zhang, Zhiwei Cai, Yuhui Yan, Shouyao Wang, Zaiqiang Wang and Jinsong Chen

Asian Agricultural Research, 2017, vol. 09, issue 12

Abstract: In this paper, using the research method of grounded theory, with the competitive brand of home gardening—Hongyue Garden Maker as the specific object of study, we collect the data through interviews and surveys, conduct coding analysis step by step on the data, establish the brand asset creation path model consisting of some main dimensions including "brand salience", "brand performance", "brand image", "brand judgment", "brand feeling", and "brand resonance", and reveal the interaction and logical relationship between the above dimensions, so as to provide theoretical support for the asset creation of many kinds of home gardening and other brands.

Keywords: Agribusiness (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:ags:asagre:271220

DOI: 10.22004/ag.econ.271220

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