Factors Influencing Chinese Rice Brand Equity: Perceived Value of Yunnan Consumers
The objective of this research is to study major factors influencing the rice’s brand equity from the Yunnan (China) consumer’s perspective. The research is a quantitative design using constructed survey questionnaires to collect data from 420 respondents who had bought branded rice within the past one year in Yunnan province, China, through the convenience sampling. Stepwise and Hierarchical Regression are employed to identify the factors affecting rice brand equity with perceived value as a mediator variable. The results find that retailer's image, distribution density, product, and promotion factors have a significant positive impact on rice brand equity. When consider by each factor, the results reveal that the retailer’ s image has the greatest influence on rice brand awareness and distribution density influences the rice brand image. Product has the greatest impact on rice brand perceived quality and rice brand loyalty. Finally, the results confirm that perceived value has a partial mediating effect between the external influencing factors and the four dimensions of rice brand equity.