Research On Brand Loyalty Of Geographical Indications

The unique natural and human resource endowment of Geographical Indications can effectively drive the sustainable development of regional economy,society,products and industries,and play its leading role as the core of realizing the ecological characteristic value of rural areas in social economy and product brand,which is conducive to carrying forward the local traditional culture and building a Geographical Indication power.Based on the research status of geographical indications at home and abroad and the unique attributes of Geographical Indications,combined with the relevant theories of component brand alliance,brand alliance effect,brand loyalty and brand involvement,this paper explores the synergy and common vitality of the component brand alliance of Geographical Indication authorized private products.That is,according to the function mechanism of brand loyalty before and after the brand alliance,which is a component of private product brands authorized by Geographical Indications,and the regulatory effect of high and low involvement product brands on Geographical Indications before and after the alliance after the high and low involvement of product brands authorized by Geographical Indications,research hypotheses and conceptual models are deduced,research data are collected by common experimental methods of brand research,and SPSS26.0 and AMOS26.0 are used to analyze the reliability and validity of the data Factor analysis,hypothesis verification and conceptual model verification,and finally draw the research conclusion.Specifically,the Geographical Indication and product brand with the highest familiarity score were selected as the experimental stimuli through the pre experiment.Pu’er tea and Longjing tea with the highest familiarity were selected as the experimental stimuli,and Pu’er tea was selected as the experimental stimulus in the main experiment I.the corresponding product brands,Chinese tea and Xiaguantuo tea,were the product brand experimental stimuli respectively.Because the familiarity scores of Chinese tea and Xiaguantuo tea were significantly different,It can be inferred indirectly that Chinese tea is a high involvement product brand and Xiaguantuo tea is a low involvement product brand.After the completion of the pre experiment,the involvement measurement of Chinese tea and Xiaguantuo tea was completed quickly,and the final results were in line with expectations;Geographical Indication Longjing tea was used as the experimental stimulus of main experiment 2.However,in order to verify whether the research hypothesis and conceptual model have the same conclusion under human manipulation,the corresponding product brand of West Lake Longjing tea,,will be artificially manipulated to have high and low involvement respectively.The research hypothesis and conceptual model were verified in the two groups.Finally,it was concluded that the research hypothesis and conceptual model under human manipulation are also valid.Therefore,the data analysis results of the two main experiments show that: Geographical Indications and product brands before the alliance have a positive impact on the alliance brand and brand loyalty after the alliance,that is,the main effect of brand alliance;Alliance brand also has a positive impact on the brand loyalty of Geographical Indications and product brands after the alliance,that is,the spillover effect of brand alliance;At the same time,product brands with low brand involvement have no significant effect on brand loyalty before and after the Geographical Indication alliance,while product brands with low brand involvement have a significant effect on brand loyalty before and after the Geographical Indication alliance.Based on the research results,the paper puts forward the following management implications: first,Geographical Indications should authorize the product brands with certain loyalty or the strong Geographical Indications should be authorized to the weak product brands,so as to effectively play the role of strong with weak brands in the coordinated development;Second,the loyal Geographical Indications will be authorized to the product brands with certain loyalty,so as to realize the coordinated development of "strong alliance" brands;Thirdly,Geographical Indication authorizes private product brands to jointly generate "Geographical Indication + product brand" alliance brands,which in turn will positively promote the promotion of Geographical Indication and product brand loyalty;Fourth,product brands with low involvement in Geographical Indication authorization are more conducive to the promotion of Geographical Indication brand loyalty.In this way,we can effectively give play to the driving role of Geographical Indications as the core social economy and product brand to realize the ecological characteristic value in rural areas,promote the brand construction of Geographical Indications,and the supply side structural reform with Geographical Indications as the core is conducive to the high-quality and sustainable development of local economy,and help rural revitalization and agricultural transformation and upgrading.