抄録
In this paper, we established a regional brand evaluation model of Japanese green tea and clarified the source of the brand power by questionnaire survey analysis for consumers.
In the brand evaluation model, brand image and quality evaluation are consisted of brand recognition and drinking experience, while a brand loyalty is formed by quality evaluation.
1. Not only the quality of products but also the brand image is important for creating a regional brand of green tea.
2. There is a positive correlation between the degree of drinking experience and the brand awareness.
3. A clear brand image is created in the brand that has the high level of awareness. And, consumers think highly of regional brand's quality. But, there is not remarkable difference of the image and quality among each regional brand and the product differentiation is not established enough.
4. It is difficult to make a loyalty for a regional brand of green tea. But, drinking and purchasing experience have positive effects to make a loyalty of regional brand.
