Research on Factors Affecting Brand Image Strategies of Agricultural Science and Technology Enterprises
- 10.2991/emcs-16.2016.508How to use a DOI?
- Agricultural; Strategy; Brand image strategy; Factor analysis
Through literature analysis, factors affecting corporate brand image strategy were divided into two categories: dynamic capabilities and market orientation in order to explore the impact and effect of different factors on the implementation of corporate brand image strategies. Taking the quantitative questionnaire data of 36 agricultural high-tech enterprises in Gansu Province as samples this paper made empirical analysis by 13 observed variables and three latent variables, which showed: 1. the dynamic capabilities of agricultural high-tech SMEs play a positive role in promoting corporate brand image strategy; 2. the market orientation of agricultural high-tech SMEs plays a positive role in promoting corporate brand image strategy; 3. there is mutual influence between the dynamic capabilities and the market orientation of agricultural high-tech SMEs. Hence, it was concluded that the agricultural high-tech SMEs’ brand image strategies are mostly influenced by market orientation, followed by dynamic capabilities.
- © 2016, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Jie Xu AU - Xing Li PY - 2016/01 DA - 2016/01 TI - Research on Factors Affecting Brand Image Strategies of Agricultural Science and Technology Enterprises BT - Proceedings of the 2016 International Conference on Education, Management, Computer and Society PB - Atlantis Press SP - 2024 EP - 2027 SN - 2352-538X UR - https://doi.org/10.2991/emcs-16.2016.508 DO - 10.2991/emcs-16.2016.508 ID - Xu2016/01 ER -