Research on Factors Affecting Brand Image Strategies of Agricultural Science and Technology Enterprises

DOI

10.2991/emcs-16.2016.508How to use a DOI?

Keywords

Agricultural; Strategy; Brand image strategy; Factor analysis

Abstract

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.

Copyright

© 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/).

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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  -