Measuring Japanese consumer's evaluation on regional brand power of agriculral products: An approach using internet research methodology
2006
Koike, N.(Hokkaido Univ., Sapporo (Japan)) | Yamamoto, Y. | Demura, K.
The purpose of this study is to measure the regional brand power of rice, potatoes and milk in Japan. The score of regional brand power used in this study is decomposed into brand awareness, brand association, brand image, brand loyalty and perceived quality. The consumer's data to calculate the score are obtained by making use of internet research methodology. The results show Hokkaido prefecture has the highest score in potatoes and milk and Niigata prefecture has the highest score in rice.
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