Means-End Chain Based Brand Positioning Strategy for Lin’an Carya Cathayensis Sarg

Based on the theory of Means-End Chain, this paper surveyed value cognition structure of 36 member consumers through the laddering interview. According to the survey, it made an in-depth analysis on brand positioning strategy for Lin’an Carya Cathayensis Sarg, and obtained the existing brand operating model. It is hoped to explore effective strategy of brand positioning for agricultural product enterprises in Zhejiang Province, and accordingly lift core competitiveness of agricultural products of Zhejiang Province.


Subject(s):
Issue Date:
2014-10
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/190746
Published in:
Asian Agricultural Research, Volume 06, Issue 10
Page range:
53-60
Total Pages:
5




 Record created 2017-04-01, last modified 2017-08-28

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