Misaligned perceptions: Reverse effect of agricultural product brand image on consumer purchase intentions

Abstract

With the deepening of China's rural revitalization strategy and the increasing demand for green agricultural products at home and abroad, agricultural product branding remains one of the most important ways to promote rural economic development and agricultural transformation. The brand image of agricultural products has gradually become one of the reference standards for consumers to choose high-quality agricultural products, with a good brand image of agricultural products playing an important role in influencing consumer choice. This paper constructed a two-way interaction model for agricultural product branding based on the CBBE model and ERG theory. A multidimensional measurement framework was built for brand image, including functional, value, emotional, cultural, and visual dimensions. Structural equation modelling (SEM) was used to verify its impact on consumers' brand loyalty and purchase intention. A quantitative study was conducted on a random sample of 516 Chinese consumers using the whole cluster random sampling method. Results showed that functional, emotional, cultural, value, and visual dimensions of agricultural brand image had a positive effect on the brand image of agricultural products. The direct impact of agricultural brand image on consumer purchase intention was not significant. and had an inverse effect. Agricultural brand image had a positive and significant impact on brand loyalty. In addition, brand loyalty played an important role in mediating the relationship between brand image and consumer purchase intention. Finally, based on the results of this study, a case study of agricultural product brand image building - "Shangnong Youguo", was performed. This study emphasizes that brand image building for agricultural products requires a combination of five dimensions to achieve long-term brand loyalty. These findings provide insights for companies to develop a scientific and effective brand strategy and build a superior brand image. They also provide theoretical support for agricultural product branding and important implications for industry practice.