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| Exploring Brand Pull Force of Agricultural Productional Meas and Its Formation
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| ZHANG Mengmeng,LI Yanjun, WANG Haijun |
| 1. Huazhong Agricultural University, Wuhan, China; 2. Hubei Rural Development Research
Center, Wuhan, China; 3.Shenzhen Airport (GROUP) CO.,LTD.,Shenzhen, Guangdong, China |
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Abstract Brand pull force of production means of agriculture was defined as purchasing patterns of farmers'spontaneous buying other not well known brand product driven by a well known brand in retailing stores of Agricultural means of production. Through qualitative and quantitative analysis, the concept and mechanism of the brand pull power of the means of production for agricultrue are given. The data from theoretical sampling by Grounded Theory Method and and the ones from large sample questionnaire survey with structural equation model were analyzed. Then, the results indicate that (1) The brand pull force is manifested into the following three dimensions, including the recommend force, credit one, and behavior one; (2) The farmers'perception of a well known brand directly influences the brand pull force; (3) retailers'marketing policies and the brand relevance can moderate the relationship between the perception of the well known brand and the brand pull force and (4) With the developing of the main brand is developing(brand awareness→brand reputation→brand loyalty),the brand pull force will promote and strengthen (recommend force → credit force →behavior force).
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Received: 20 December 2012
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2013, Vol. 10 
