The Formayion Mechanism Of Agricultural Brand Loyalty

Reinforcing brand construction and fostering famous brands are the two major strategic issues that determine the core competence of agriculture industry in our country. Brand loyalty is an important part of brand equity, The formation of agricultural brand loyalty is very important in the growth of well-known brands, and it is one of the most important goals of modern agricultural enterprise marketing. And then,What is the mechanism of Agricultural Brand Loyalty and what are the influencing factors? This research will focus on the core issues.This Research starts with the introduction of agricultural brand community to build a research framework of Influencing Factors of Farmers Agricultural Brand Loyalty based on Theory of Planned Behavior, Theory of Brand Community Identity and Trust Theory of Rural communities.With The typical sampling method to Extract samples of several Agricultural Brand Community and get the valuable data of Influencing factors of Farmers’ Agricultural brand loyalty. Then using the statistical application analysis software SPSS17.0to find the influencing factors of Farmers’ Agricultural brand loyalty by Descriptive statistical analysis, Reliability and validity analysis, correlation analysis, multiple regression analysis, Mediating effect analysis and Analysis of variance. The following are the conclusions:1. Farmers’ Brand Loyalty have significant correlation with "Agricultural Brand Perception","Agricultural Brand Perception","Community Identity of Agricultural Brand","Farmers Subjective Norms" and "Community Trust"2. Perceived Quality (PQ), Perceived Value(PV), Other Specification (ON), Farmers Perceived Difficulty (PD), Brand Trust (BT), Cognitive (AC), Evaluation (EV), Emotional (EM) have a significant positive impact on Farmers’ Brand Loyalty, and Farmers Perceived Difficulty (PD), Brand Trust (BT) are the Main factors. Evaluation (EV), Perceived Quality (PQ), Perceived value (PV), Evaluation (EV), Cognitive (AC) and Other Specification (ON) are Followed by the influence. Prescriptive Norms (PN) has a significant negative impact on Farmers’ Brand Loyalty.3."Agricultural Brand Trust" has Mediating effect on "Agricultural Brand Perception" and "Brand Community Identity","Brand Community Identity" has Mediating effect on "Agricultural Brand Perception", so, Introducing the theory of trust and community identity theory into the model is meaningful.