Research On Regional Brand Construction Of Agricultural Products Based On Grounded Theory

At present,our country has been basically finished insufficient supply of agricultural products,and turned to face the supply-side structural dilemma of general agricultural production surplus but high-quality agricultural products in short supply.Agricultural branding is an important means to resolve this contradiction.Agricultural branding is a vague concept,one of which is the regional brand construction of agricultural products.Strong regional brands of agricultural products can promote regional economic development continuously,then promote supply-side reform of regional agricultural products.The development prospect of our country’s agricultural product area brand is very good now,and the added value of the brand is gradually becoming prominent.This study firstly reviews the existing literature about the regional brands of agricultural products,and then selects consumers’ perspectives to carry out.Firstly,we selected consumers for personal interviews.Then,the interview data are encoded and abstracted from the concept of the interview data in grounded theory.After saturation test,we found that consumers recognize the regional brand of agricultural products from five dimensions,which is brand visibility,regional association,brand effectiveness,brand sense and brand loyalty.Each dimension corresponds to a number of refinement concepts.In particular,brand visibility consists of four concepts,which are brand awareness,brand reputation,market performance and brand uniqueness.Regional association consists of three concepts,which are regional natural conditions,regional social norms and regional historical humanities.Brand efficacy consists of three concepts,which are product quality,brand function and brand social value.Brand sense consists of two concepts,which are user image and emotion.Brand loyalty consists of two concepts,which are behavior loyalty and attitude attachment.The five dimensions of the regional brand of agricultural products extracted from the grounded theory are given corresponding multi-user and tea category was chose for the forecast test.We developed a scale for measuring the regional brand of agricultural products through online survey and conducted a field survey in Wuhan city.Through the data analysis of AMOS17.0,we obtained the path relationship between the five dimensions of the regional brands of agricultural products and the brand building model,which are brand visibility and regional association have a positive influence on each other,brand visibility positively affects brand effect and brand sense,regional association positively affects brand effect,brand effect positively affects brand sense,brand sense positively affects brand loyalty.Combined with the regional brand building path of the agricultural product derived from empirical research and the valuable brand building theory proposed by Kevin Lane Keller,We can get the petrology of regional brand building in agricultural products.Firstly,establishing a wide range of brand recognition by enhancing significance and regional association of regional brand of agricultural products.Secondly,making a clear brand meaning by ensuring the quality of agricultural products and improving brand function and building brand social value.Thirdly,creating a warm brand feeling by clear user image and deep emotional connection.Finally,maintaining a strong relationship by behavioral loyalty and attitude attachment.