莫凡

摘要 农垦事业发展是农垦品牌发展的重要保障，如何塑造品牌形象提升消费者购买意愿是企业待解决的问题。基于贝尔模型，验证该模型对农业企业品牌的适用性，以及对消费者购买意愿的影响。结果表明，贝尔模型适用于农业企业品牌形象研究;企业形象、使用者形象、产品或服务形象均正向影响消费者购买意愿，其中企业形象对消费者购买意愿的影响最大，其次是使用者形象。消费者个人特征对购买农产品企业品牌的影响不大。开发品牌个性和企业形象定位应更值得农业企业关注。树立正确的品牌建设意识，进一步挖掘农垦文化，提升品牌的格调和档次，从消费者购买意愿出发，深化品牌内在价值，强化互联网思维，加大宣传力度，努力将“广东农垦”品牌打造成中国农垦的国家名片。

关键词 品牌形象;贝尔模型;购买意愿;实证研究

中图分类号 S-9-  文献标识码 A

文章编号 0517-6611（2021）12-0225-05

doi：10.3969/j.issn.0517-6611.2021.12.059

开放科学（资源服务）标识码（OSID）：

Research on the Influence of Brand Image of Agribusiness on Purchase Intention—Based on Biel Model

MO Fan （School of International Exchange，Guangdong AIB Polytechnic，Guangzhou，Guangdong 510507）

Abstract The development of agricultural reclamation is an important guarantee for the development of agricultural brand.How to build brand image and improve consumers purchase intention is an important issue by enterprises.This paper just verifies the applicability of the model to the brand of agricultural enterprises and its impact on consumers purchase intention，which based on the Biel brand image theoretical model.The results show that Biel model is applicable to the study of agricultural enterprise brand image;the corporate image，user image，product or service image all have a positive influence on consumers purchase intention，among which the corporate image has the greatest influence on consumers purchase intention，followed by the user image.Individual characteristics of consumers have little impact on the purchase of agricultural enterprise brands.Create brand personality and corporate image positioning are worth to get more attention.Set up the correct brand construction consciousness，further excavate the culture of reclamation，improve the style and grade of the brand，deepen the internal value of the brand，strengthen the Internet thinking，increase the publicity，and strive to make “Guangdong Agricultural Reclamation” to become the national brand of Chinas agricultural reclamation.

Key words Brand image;Biel model;Purchase intention;Empirical research

品牌形象是企業品牌资产的重要组成部分，它代表着企业的形象，蕴含着独特的企业文化，体现着企业的信誉。独特的品牌形象不仅可以帮助企业改善品牌市场表现，还能向消费者作出产品质量的承诺;在日益激烈的市场竞争中，企业品牌价值主要依赖于消费者的感知价值来实现，对消费者来说，良好的品牌形象会增加企业产品价值之外的附加值，有价值的品牌才可以刺激消费者的购买意愿。对于品牌形象的概念，国内外文献至今没有形成统一的说法，品牌形象理论模型的构成要素也尚未完善。……