1. 2008. 6 ( ) ( ) ( ) ( ) ( )

2. , . () . . . , , . , , . . . , . , . 2008 5 3. 4. iii. 1. . , , , , . , . , , , , 2 , ( 4 ), (APC) (RPC) ( ), 2. . () 5. iv () . , , . ( ), (1 ) . . (customer-based brand equity) . (4ps) , (positive customer -based brand equity) (, ) (, ) . (brand recognition) (brand recall) ( ) , . , , , 6. v , , . . , , , 3. , , , . , . , . , . 2006 6,552, 7. vi 36.8% 2,410. , . (common brand) 1,437 21.9% , (individual brand) 5,115 78.1% . 1,172 1,041 817 743 . 256 199 195 34.9% 26.8% 23.2% . 1,812(27.7%) , 1,020(15.6%) 889(13.6%) 811(12.4%) 18 170, (APCRPC) 62 , 50, 37 . 31.2% , . 22.4%, 12.9%, 12.4% , () 33.3% 20.0%, 20.0%, 17.8%, 8.9%. + 36.6% , 34.1%, + 22.0%, 7.3% . 31.1% , + 22.2%, + 20.0%, 13.3%, + 13.3% 49.3% 32.4% 18.3% . . , . , 8. vii4. 3 (), 7 . 4 () . , 1 1 : ( 60.8%). ( 12.4%) ( 8.8%) . ( 49.7%), ( 40.3%), ( 34.3%) . ( 18.6%) ( 13.8%) : 59%, 81.7%, 60.8% . 5% ( 29.8%, 35.3%, 43.3%) 5% : 5 3.61, 3.35, 3.29 . 3.73 (3.53), (3.52) . 3.44 (3.41) 9. viii . , , , : (5 ) (3.34), (3.43) , (3.00) (3.00) . 3.573.56 , 2.662.62 . 3.78 2.71 . (3.433.42) , (2.412.40) (Multi-attributes composition model) (Conjoint analysis) . . Aaker(1996) , () , (+) . 100 58.1, 42.639.8 . (100) 10. ix 73.368.5 . 61.0 (54.8) (53.1) . (=100) 89.8, 87.0 . 45.1 (43.9) . (100) 97.3 , (+) . . . . , . . 7 ( ), 8 ( ) 20 APC() RPC() 11. x 94 , 74, 44 . 91 88 75 . , . 97 . , 0.503 , ( ) 95 59, 35.3 5. ( ), ( ), G(), () , , , 12. xi. 1. , , , , . , () , ( ) , ( ) . , , , , 13. xii 2. , , . , ( ), ( , ), ( , , ) 3. . , , , , , , 14. xiii 1 1 1 3 2 4 3 5 2 7 1 9 1. 9 2. 10 3. 15 2 18 1. 18 2. (Brand Equity) 19 3. 23 4. 25 3 27 1. 27 2. 27 3 33 1 33 1. 33 2. 33 3. 34 4. 35 15. xiv 2 ` 35 1. 35 2. 39 3 52 1. 52 2. 54 3. 56 4 61 1 61 1. 61 2. 61 3. 62 2 63 1. 63 2. 65 3. 65 4. 67 5. 68 3 69 1. 69 2. 71 3. 73 4. 77 4 78 1. 79 2. 82 3. 83 16. xv5 87 1 87 1. 87 2. 90 3. G 92 4. 94 2 97 1. 97 2. 98 3. 99 4. 100 6 105 1 105 2 107 1. 108 2. 109 3. 113 3 117 1. 118 2. 119 3. 119 4. 120 5. 121 125 129 17. xvi (2-11) 13 (2-12) 14 (2-13) 15 (2-14) 16 (2-15) 17 (2-16) 17 (2-17) 24 (2-18) 26 (3-11) (2006) 37 (3-12) (2006) 37 (3-13) (2006) 38 (3-14) (2006) 38 (3-15) (2006) 39 (3-16) (2006) 40 (3-17) (2006) 41 (3-18) 44 (3-19) 45 (3-10) 47 (3-11) 48 (3-12) 49 (3-13) 50 (3-14) 51 (3-15) 52 18. xvii(3-16) 56 (3-17) 57 (4-11) 61 (4-12) 62 (4-13) 63 (4-14) 64 (4-15) 64 (4-16) 65 (4-17) 66 (4-18) 66 (4-19) 68 (4-10) 69 (4-11) 72 (4-12) 74 (4-13) 75 (4-14) 76 (4-15) 79 (4-16) 82 (4-17) 83 (5-11) 97 (5-12) 99 (5-13) 102 (6-11) 112 19. xviii (1-11) 6 (2-11) 21 (3-11) 36 (4-11) 71 (4-12) 74 (4-13) 74 (4-14) 75 (4-15) 76 (4-16) 77 (4-17) 77 (4-18) 80 (4-19) 81 (4-10) 81 (4-11) () 84 (6-11) (brand value chain) 106 (6-12) 107 (6-13) 118 (6-14) 119 20. 1 1 2 3 21. 1 31 1 (power) (value chain) . () , ( ) (promotion) . ( ) () () . , . () . . . , . () . , , , , 22. 4 . . .2 , . ., . , , , ., . , ., . 6 ( 3 3 2) . (APCRPC) . 23. 1 5 , . 4 ( G) ( , , , ) . , . 4 .3 , . , () ( ) (APC) (RPC) () . , 4 () , SPSS . . 24. 6 - () - () , , - APC RPC- APC RPC 6( 6(4 ) 4 )- ()- ()- APC RPC- APC RPC (1-1) 25. 2 1 2 3 26. 2 92 1 1)1. (brand name)(term)(sign)(symbol, ) (Kotler, Philip,Gary Amstrong1991:260). . (brand name)(brand mark)(trade name)(trade mark) . , . , . . . . , , () . () 2 1 1)(2003) . 27. 10 . (brand mark) . , , . , , , .2. . . . . 2 . . 28. 2 11 . , . . . . . . . . , . . , . 29. 12 . . , . . . . , . . . . . 30. 2 13 . , . , . . , , , ( ), (2-1).(2-1) -- 2 )(2003). , , , , , (2-2). 31. 14 (2-2) )(2003). . . . 5 , . . , () () . , , . ( ), 32. 2 15 (1 ) .(2-3) G()Daily() ()() () ( ) () () (8) ()() ()() ()3. (Brand Hierarchy) . . . . . (Corporate Brand) , (Family Brand or Umbrella Brand) (: 33. 16 ) . (Individual Brand) (: ) (), (Brand Modifier) () (2-4).(2-4) (Corporate Brand)(Integrated Brand) (Family Brand) (Individual Brand) (Differentiated Brand) (Brand Modifier))(2003). (Integrated Brand) , (Differentiated Brand) . . , . , - . , . . (FamilyBrand) , . 34. 2 17 , , (2-52-6).(2-5) () () (: ) ( ) )(2003).(2-6) () () , () )(2003). 35. 18 2 1. , . , . . , , (USDA, 1988) . . , , . . , . . . . . . 36. 2 19 . . . (, 2003).2. (Brand Equity)1) , ( ) . . (customer-based brand equity) 2) . (differential effect) , (brand. knowledge) (brand awareness) (brand image) , (consumer response to marketing) (perception)(preference)(behavior) . (4ps) , (positive customer-based brand equity) 2)Customer-based brand equity is defined as the differential effect of brand knowledge on consumerresponse to the marketing of the brand(Keller, 1993). 37. 20 (Keller, 1993). , . (associative network memory model) . (node) . () () (spreading activation) . (activation) . , . , (, ) , . (brand awareness) (brand image). (, ) , . (favorable), (strong), (unique) . , . 2-1 ( , , ) . . 38. 2 21 )Keller(1993).(2-1) 2) (Brand Awareness) , (, ) (, ) . (brand recognition) (brand recall) . . . , . , . . . 39. 22 () . . , . ( ), (, ) . , , , . PR , . , .3) (Brand Image) . ( ) , . , , , 3) , . (association) . 3) (involvement) . . . . , . 40. 2 232-1 , , , 4 . , (attribute) , (benefit) , (attitudes) 4) . () () . (functional) , (experiential) , (symbolic) .5) , .3. . , . , .4) , . , 1984 .5) ( ) . , . , . , . 41. 24 , . . . . . . . . , . , (2-7).(2-7) () 6 () ( 1) (2-4) (1) (2-4) 812 46 8121.82 10 10 15 20 7 7 7 7 1 1 1 1 42. 2 25 . . . . (, 2003).4. 6) . . . 1 , . ( ) . ()()() . (17) . , 4 . , . . ( ) , . .6)07 , 08 . 43. 26 . ( ), ( , Made in Product of ) . , .(2-8) GAP GAP ( (100 ) ) ( () () ) ( ) , ( ) ( ): 31 - (2007 ) 38(2007 ) P GA , 07 09 - - 10 5 3 44. 2 273 1. . . , , . . () , . . . (, 1969; , 2003).2. , , . . ,, , . 45. 28 1) . . , , , , . , , , , . . . . . . , . , 46. 2 29 . .2) . , . , . . . . .3) . . . , . . 47. 30 4) . . , . , . , . . . . , . , . . () . 48. 3 1 2 3 49. 3 333 1 1. RPC . . , , RPC . , . , . RPC , RPC .2. . (2005) 0.1ha 76.8%( 93.7%), 83.8%(82.2%), 73.9%( 69.8%) . 82% . 2006 72.7%( 88.7%) 28.7%( 73.2%) . . 50. 34 , . . . . (post-harvest) .3. , . (APC) , 2006 97%100% . 22.7%(2006 , ) . . ( ), (), . , . , . . 51. 3 354. , , . , , LPC( ) , . . . , , . , , .2 1. (agricultural product brand) () . . , . ( ), ( ) . 52. 36 P2 PP P1 QQ Q1 Q2)Almquist and Piotroski(1999). (3-1) , . . . . 2006 6,552, 36.8% 2,410. , . . 53. 3 37(3-1) (2006)(:%) 902(62.8)1,508(29.5)2,410(36.8) 535(37.2)3,607(70.5)4,142(63.2) 1,437(100.0)5,115(100.0) 6,552(100)), , , 2007. (common brand) 1,437 21.9% 62.8% 902 . (individual brand) 5,115 78.1% . 1,508 29.5% 70.5%3,607 . . 1,172 1,041 817 743 . 256 199 195 34.9% 26.8% 23.2% , 916 868 663 . .(3-2) (2006)(:%) 1,437 88154195199105 1732561702275 5,115333663363544509 868916564130 225 6,552421817558743614 1,041 1,172 734152 300(%)21.920.9 18.8 34.9 26.817.1 16.6 21.8 23.2 14.5 25.0), , , 2007. 54. 38 1,812(27.7%) , 1,020(15.6%) 889(13.6%) 811(12.4%) . , 5% .(3-3) (2006) (:%) 1,437 445204159 439 147 35 58108 193 36 5,115 1,367 685 652276 44 423269303912 110 74 6,552 1,812 889 811319 53 570304361 1,020 303 110(%)100 27,7 13.6 12.4 4.9 0.88.74.65.5 15.64.6 1.7), , , 2007. 1,172 1,041 817 , 58.6% 55.6% 44.3% 40.5% . 36.8% (31.2%)(29.0%)(31.3%)(35.2%)(31.7%) . .(3-4) (2006)(:%) 2,410234331247 232 17832641223389 1284,142187486311 511 43671576050163 1726,552421817558 743 614 1,041 1,172 734 152300 (%)36.855.6 40.5 44.331.229.0 31.3 35.2 31.7 58.6 42.7), , , 2007. 55. 3 39 575 , 458, 400, 267, 171 . 70.2%, 44.9%, 31.7%, 30.4%, 30.0% . , 15.8% . , .(3-5) (2006) (:%) 2,410 57526717197 10 40048 96 458 224644,142 1,23762264022243 1702562655627946 6,552 1,81288981131953 5703043611,020 303110(%) 36.8 31.7 30.0 21.1 30.4 18.9 70.2 15.8 26.6 44.973.9 58.2) , 73.9%.), , , 2007.2. 1) 18 170, (APCRPC) 62 , 50, 37 . , 2 + 8, + 1,+ 1 . 29 , 1 . 56. 40 (3-6) (2006) (:%) 2 (APC + + +RPC) 9 1 2 -3 -3- 9 6 1 -2 --- 17- 7 -9 1-- 5 1 2 2- --- 3 2--1 --- 2 1--1 --- 1 - 1 -- --- 6 1 4 1- --- 15- 8 25 --- 29 10 8 -5 --- 9 5 2 -2 --- 1 1--- --- 173 9 -5 --- 101 3 -1 -41 113 5 -3 --- 109 1 -- --- 3 2-1- --- 8 2 6 -- --- 5 2 3 -- --- 1705062 6 37 181%100.0 29.4 36.53.5 21.8 0.6 4.1 0.6), , , 2007 . 31.2% , . 22.4%, 12.9%, 12.4% . , 2.4%, 0.6% . 57. 3 41(3-7) (2006)(:%) 9132- -12 - - - 9--32 -3- 1 - - 17 -591 -1- 1 - - 5-1-1 12- - - - 3---- -12 - - - 2-121 --- - - - 1---1 --- - - - 6-4-- -11 - - - 15 -412 -42 2 - - 29 -8 103 312 -2- 9--22 -21 -2- 1-1-- --- - - - 17 1841 111 - - - 10 -334 --- - - - 11 131- 221 - - 1 10 161- -11 - - - 3---- -12 - - - 8-4-- --4 - - - 5-2-- -12 - - - 170 4 53 38 18 72221 441%100.0 2.4 31.2 22.4 10.6 4.1 12.9 12.4 2.4 2.4 0.62) (1) . , 58. 42 . , , , . , . . .7) , . , , . . (), (), , . () . . . . (), Blue City , (), (),7) (2007) , 67 45 . 59. 3 43 , (), , (), (), (), (), , (), (), () . . . , , , , , , , . . . . 4(), (), (), (), , , :(), , () . . , . (), e-(), (), 60. 44 (), (), , (), (), &() .(3-8) (:%) () 4 15 8 9 9 45 %8.9 33.317.820.020.0100.0 , ()33.3% 20.0%, 20.0%, 17.8% 8.9% .(2) . . (), (), (), (), (), 4(), (),(), (), , , (), , () . + . . + . 61. 3 45 + . . . . Blue City , (), , (), (), (), , , . + . . . (), (), (), (), (), , , (),(), , , , &(), , . . (), e-(), () .(3-9) (:%) +++ 14 0 915 3 41 % 34.10.0 22.036.6 7.3100.0 62. 46 + 36.6% 34.1% . + 22.0%, 7.3%, + .(3) + , , . . , , (), , , , , , . + , . . , (), (), (), , . + . . , Blue City, (), , (), (), , (), (), () . 63. 3 47 , . (), , , :(), , () . (), (), e-(), (), (), (),4(), (), (), (), , (), &() .(3-10) (:%) ++ + 9611 6 1345 % 20.0 13.324.413.328.9100.0 . 28.9% , + 24.4%, + 20.0% 13.3%, + 13.3% . 64. 48 (3-11) , + (UTOPIA) . (+) , Blue + + City 1 52 e- excellent e e- , e- , + + + + () , , , 3 , ++ () + + 65. 3 49(3-12) - - + +- - 897m + + 4 4 1 - - + + RPC + + + + + , 66. 50 (3-13) + , , + + + ++ + ++ + + 67. 3 51(3-14) 100 + + + + 10 + 10 + + & + + + + + + + + ()+()+() + - - 68. 52 3 1. () 20 (()) 20 APC() RPC() . (49.3%) (32.4%) (18.3%) .(3-15) (:%) % (38.1%) 77.3 ( )(5.6%)11.4 ()(4.2%)8.5 49.3 35 2.8 (1.4%) 100.0 (9.9%)31.0 (8.5%) 26.0 ( ) (7.0%)21.4 32.4 23 PB ( )(4.2%) 13.0 8.6 (2.8%) 100.0 (9.9) 54.0 ( ) (4.2%) 23.018.3 13 (2.8%) 15.3 (1.4%) 7.7 100.0 100.0 71 69. 3 53 , (77.3%) . , . (11.4%). , . (8.5%). () . (2.8%). , 31.0% . , . (26.0%). . . 70. 54 (21.4%). . . PB . PB (8.6%). (54.0%). . , , . (23.0%) . . , . , . 15.3%, 7.7% .2. , 54.6% 71. 3 55 . (22.7%) . . , , . 13.6%, 9.1% . , (37.5%) . . (25.0%). (25.0%) , (12.5%) . , ( ) (41.7%) . . ( ) (33.3%), (25.0%) . 72. 56 (3-16) (:%) % 54.6 (24.0%) 22.7 (ex:)(10%)44.0 22 (6.0%)13.6 (4.0%)9.1 100.0 ( )37.5(12.0%) 25.0 (8.0%) 32.0 16 25.0 (8.0%) (4.0%) 12.5 100.0 ( ) 41.7 (10%) (33.3 24.0 12)(8.0%) (6.0%)25.0 100.0100.0 503. , (88.8%) , 5.6% . , (35.0%), (25.0%), PB (15.0%) (15.0%), (10.0%) . 73. 3 57 . . . , . , () (30.8%) . , , . . (23.1%), (23.1%), () (23.1%) .(3-17) ( )(:%) % (31.3%) 88.8 (2.0%)5.635.3 18 (2.0%) 5.6 100.0 (9.8%) 35.0 (9.8%)25.0 PB (5.9%) 15.0 ( )(5.9%) 15.0 39.2 20 10.0 (3.9%) 100.0 () (24.8%)30.8 23.1(5.9%) 25.5 13 (5.9%)23.1 ( ) (5.9%) 23.1 100.0 51 74. 4 1 2 3 4 75. 4 614 1 1. . (StructuredQuestionnaire) () . 2008 4 275 13.(4-1) () 20 100 95% 4.02. 3 () (), () (), (), . , , . ( ) . 76. 62 1 2( 1, 1) . ( ) ( ) ( ). () ( ) ( ). ( ) ( ).3. 30 207(34.5%) 20 50 . 260(43.3%)267(44.5%) 80% . 200300 193(32.2%) , 300400 143(23.8%)400 87(14.5%) 60% 200 .(4-2) %2087 14.530 207 34.5 40 197 32.850 109 18.2 406.7 260 43.3 267 44.5 213.5 122.020085 14.2200~300 193 32.2 300~400 143 23.840087 14.5 92 15.3600 100.0 77. 4 632 1. ( ) . (top-of-minded awareness)(unaidedawarness)(aided awareness) .8) ( 60.8%) , ( 12.4%) ( 8.8%) . 32.0% 1.3% 0.5% . 60% 2.8% 1.7% . 90.3% , 33.2% 24.3% .(4-3) (:%) () ()() 192(32.0)8(1.3) 3(0.5) 360(60.0)17(2.8)10(1.7)542(90.3) 199(33.2)146(24.3) (%) 60.812.48.88) , . (Aaker, 1996; , 2007). 78. 64 ( 49.7%), ( 40.3%), ( 34.3%) . 13.2%, 7.7%, 5.3% . 40.7%, 24.0%, 21.8%, 95.3%, 91.5%, 73.3% .(4-4) (:%) () () () 32(5.3) 46(7.7)79(13.2) 144(24.0) 131(21.8) 244(40.7) 549(91.5) 440(73.3) 572(95.3) (%)40.334.349.7 ( 18.6%) ( 13.8%) . 2.2%11.2% , 42.5%, 34.8% .(4-5) (:%) ()() 13(2.2) 4(0.7) 67(11.2)36(6.0) 255(42.5)209(34.8) (%)18.6 13.8 79. 4 652. . 59% . 81.7%, 60.8% .(4-6) (:%) 30% 5% 10%20% ()41.0 36.1 15.0 5.52.4100.0 () 54.6 26.9 14.6 2.11.9100.0 () 57.3 26.4 12.3 3.20.8100.0()24.8 37.7 29.5 7.10.9100.0 ()28.3 33.0 29.7 7.51.4100.0() 18.3 35.1 34.2 9.52.9100.0()40.0 44.0 11.5 3.60.9100.0()39.2 42.5 13.1 4.20.9100.0 5% ( 29.8%, 35.3%, 43.3%) 5% .3. 54.1%, 27.0%, 21.1% . 80. 66 92.6%, 90.2%, 80.5% . 33.2%, 31.1% .(4-7) (:%) ()45.928.0 15.7 9.50.9100.0 ()73.0 11.2 12.9 2.80.2100.0 ()78.9 9.59.91.7 - 100.0()9.8 40.8 33.8 12.8 2.8100.0 () 19.5 32.4 34.4 12.0 1.6100.0() 7.4 30.5 34.8 23.7 3.6100.0() 66.8 13.2 16.5 3.10.4100.0() 68.9 12.4 14.6 3.30.7100.0 19.3%( 15.0%+ 4.3%) , 11.5%, 9.7% .(4-8) (:%) ()22.828.0 29.9 15.0 4.3 100.0 () 27.633.2 27.6 9.61.9 100.0 () 31.531.7 27.2 8.21.5 100.0()5.3 22.4 46.2 21.0 5.1 100.0 ()5.2 23.5 47.4 17.7 6.1 100.0() 3.6 17.5 42.6 25.0 11.4100.0()16.043.8 29.3 8.12.9 100.0()14.638.7 33.6 8.94.2 100.0 81. 4 67 36.4%( 25.0%+ 11.4%) , 26.1%, 23.8% . 13.1%( 8.9%+ 4.2%), 11.0%.4. . , ( ), , 4 . 3.61 . 3.35 3.29 . , , , , , . , , , . 3.73 (3.53), (3.52) . 3 , , , . 3.44 (3.41) . , , , . , , , . 82. 68 (4-9) (:%) () 3.753.743.663.27 3.61 ()3.423.443.433.09 3.35 ()3.333.353.393.08 3.29() 3.663.663.623.19 3.53 () 3.643.643.613.17 3.52()3.923.893.833.29 3.73() 3.483.553.533.09 3.41() 3.513.583.573.10 3.44)5 (1= , 2= , 3=, 4=, 5= ).5. . ( ) . (3.34), (3.43) , (3.00) (3.00) . (3.67, 3.35, 3.31) , (2.63, 2.49,2.47) . 3.57, 3.56 , 2.66, 2.62 . 3.78 2.71 . (3.43, 3.42) , (2.41, 2.40) . 83. 4 69(4-10) (:%) () 3.62 3.25 3.02 2.63 3293.62 3.60 3.67 3.34 () 3.303.08 2.86 2.49 2.95 3.31 3.29 3.35 3.08 ()3.24 3.03 2.85 2.47 2.89 3.27 3.24 3.31 3.04() 3.54 3.24 2.93 2.66 3.18 3.52 3.50 3.57 3.27 () 3.53 3.21 2.92 2.62 3.04 3.53 3.50 3.56 3.24()3.78 3.36 3.01 2.71 3.34 3.77 3.73 3.75 3.43() 3.43 2.98 2.79 2.41 2.42 3.27 3.34 3.38 3.00() 3.42 2.98 2.81 2.40 2.43 3.25 3.33 3.37 3.00)5 (1= , 2= , 3=, 4=, 5= ). . .3 1. (Multi-attributes compositionmodel) (Conjoint analysis) , . , . (attribute weights) (attribute ratings) . . 84. 70 . . , (,2008). . Aaker(1996) 9). () (, 2007). 0.50.30.2 . 4 5 . . () 8 5 . (5 ) .9) Aaker(1992, 1996) Keller(1993) . Aaker(1996) 5 . , . () , 10 . Keller(1996) . . 85. 4 712. , . . . 5 () . , . , . (( )) (4-1) (+) . , . () 0.219, 0.280, 0.393 . (+) . , . (0.452) (0.417) (0.205) . 86. 72 0.001 (+) . , . (0.416) (0.299) (0.393) .(4-11) () 0.187*** ()0.188*** 0.219 ()0.281*** () 0.233*** () 0.337*** 0.280 ()0.270*** () 0.406*** 0.393 () 0.379*** () 0.179*** ()0.204*** 0.205 ()0.233*** () 0.423*** () 0.457*** 0.452 ()0.476*** () 0.473*** 0.417 () 0.360*** () 0.283*** ()0.251*** 0.299 ()0.363*** () 0.400*** () 0.417*** 0.393 ()0.363*** () 0.411*** 0.416 () 0.420*** () 0.557*** ()0.457*** 0.482 ()0.431*** () 0.389*** () 0.521*** 0.455 ()0.455*** () 0.477*** 0.492 () 0.506***)***p