Research Article
Research on the Path to Brand-Building of Characteristic Agricultural Products
@INPROCEEDINGS{10.1007/978-3-030-72792-5_40, author={Dayou Xu and Yanping Lin and Chenggang Li and Tiantian Tong}, title={Research on the Path to Brand-Building of Characteristic Agricultural Products}, proceedings={Simulation Tools and Techniques. 12th EAI International Conference, SIMUtools 2020, Guiyang, China, August 28-29, 2020, Proceedings, Part I}, proceedings_a={SIMUTOOLS}, year={2021}, month={4}, keywords={Brand building Characteristic agricultural products Regional brands of agricultural products Reputation of regional brands}, doi={10.1007/978-3-030-72792-5_40} }- Dayou Xu
Yanping Lin
Chenggang Li
Tiantian Tong
Year: 2021
Research on the Path to Brand-Building of Characteristic Agricultural Products
SIMUTOOLS
Springer
DOI: 10.1007/978-3-030-72792-5_40
Abstract
The brands associated with characteristic agricultural products reflect the quality, advantages, and culture of regional products; these brands affirm the regional characteristics and advantages of specific agricultural products. Exploring the path to building the brands of characteristic agricultural products helps provide a reference for transforming the advantages of existing resources into competitive advantages for the southwest region. This can further enhance the level of brand development of characteristic agricultural products. This study investigated the factors influencing characteristic agricultural product brands, constructed a theoretical model for brand building for characteristic agricultural products, and conducted an empirical study on the mechanism forming of the brands of characteristic agricultural products in southwestern China using a structural equation model (SEM). The empirical results show that in descending order of importance, the factors influencing the regional brand reputation are: geographical resource endowment, management, regional culture, and government support. The geographical resource endowment and regional culture factors influence regional brand reputation through management. The intermediary effect of management is significant in the corresponding path, and serves as the core driving force to advance the reputation of the regional brand. The intermediary effect of government support is not significant in the corresponding path.
