The Study Of Brand Story On Agricultural Product Regional Brand Purchase Intention

In the context of consumption transformation and upgrading,agricultural product market competition not only competes at the product level,but also at the brand level.As one of the core symbols of agricultural competitiveness,brand represents the upgrading direction of consumption structure and supply system.In order to transform our country from a big agricultural country to a big brand country,the No.1Document of the Central Government has frequently paid attention to the development of agriculture and agricultural product brands.This shows the importance of the brand for current agricultural development and construction.The establishment and construction of regional brand of agricultural products is conducive to promoting the transformation of agricultural development mode,accelerating the implementation of modern agriculture,optimizing the structure of agricultural products,and promoting the improvement of agricultural quality and efficiency,which has become an important starting point for agricultural development and rural revitalization strategies.The regional brand of agricultural products plays a decisive role for the country,the region and the industry.So how do you create and build a regional brand of agricultural products? This issue has aroused extensive attention and discussion in academia and practice.In this study,after combing relevant literatures such as brand stories,brand authenticity,brand status,and regional brand purchase intention of agricultural products,a theoretical model is constructed and research hypotheses are made.Two experimental tests confirmed the influence of brand stories on the purchase intention of regional agricultural products,and verified the mediating effect of brand authenticity on the influence of brand stories on purchase intention of agricultural products,and the moderating role of brand status.This study draws the following conclusions:(1)Compared with not providing a brand story,providing the underdog brand story or the top dog brand story can improve the brand authenticity and purchase intention of agricultural regional brands,but showing the underdog brand story is better than showing the top dog brand story.(2)Brand authenticity has a positive effect on agricultural regional brand purchase intention;(3)Brand authenticity is in the brand story(underdog vs top dog)and agricultural regional brand Intermediary role between purchase intentions;(4)Well-known brands adopt the top dog brand story strategy to significantly enhance the purchase intention,while emerging brands adopt the underdog brand story strategy to significantly enhance the purchase intention.Based on the research conclusions,this study provides a reference frame for the regional brand of agricultural products when building brand stories,and clarifies the focus of the brand story when building;the regional brand of agricultural products can appropriately abandon the traditional hard marketing method and actively use the brand story to carry out brand marketing Activities,select the same type of brand story as the regional brand of agricultural products,and convey the image of the regional brand of agricultural products facing challenges and actively work hard;the regional brand of agricultural products needs to focus on shaping and enhancing the authenticity of the brand,and tap and convey the authenticity of the brand;agricultural products The creation of regional brand stories should be coordinated with its own brand status,so as to produce better marketing results.