Studies On Formation Mechanism And Promotion Strategies Of Agricultural Products Brand Equitey In The Context Of The Internet

The use of the Internet to enhance the brand equity of agricultural products has important value and significance for building a new branded agricultural structure,transforming agricultural production methods,increasing farmers’ income,and promoting the development of agricultural modernization.Under the background of the Internet,the brand connotation of agricultural products and the external environment of brand building have undergone tremendous changes.Branding and brand management of agricultural products have shown new characteristics and new trends.Regarding the issue of agricultural product brand equity enhancement under Internet background,scholars have carried out research from different aspects.Existing literature mainly studies the issue of agricultural product brand equity enhancement under the traditional background.However,there are still insufficient research on the formation mechanism and main influencing factors of agricultural product brand equity under the Internet background.Therefore,it discusses agricultural products under the Internet background.The formation mechanism and promotion strategy of brand equity have important theoretical and practical value.Based on the consumer’s perspective,this research had conducted research on the specific issues of the formation and promotion of agricultural product brand equity in the context of the Internet.Based on the above themes,this research has carried out four aspects of research: First,based on the brand value chain theory,a theoretical model of the formation of agricultural product brand equity is constructed.We explore the formation of agricultural product brand equity from the perspective of marketing strategies(i.e.,quality strategies,channel strategies,and promotion strategies)under the Internet background.Secondly,based on the brand association theory,we explore the influence mechanism and function boundary of the quality strategy on brand equity from the perspective of the image of the origin of agricultural products brand.Thirdly,based on the consumer transaction cost theory and scarcity theory,we study the effect path of channel strategy on brand equity from the perspective of agricultural product distribution density.Finally,based on social exchange theory and resistance theory,we discuss the influence mechanism of promotion strategy on brand equity from the perspective of personalized service of agricultural product website.The specific findings of this study are as follows:(1)The research on the formation mechanism of agricultural product brand equity under the Internet background shows that: under the Internet background,companies usually adopt quality strategies,channel strategies or promotion strategies to build brand equity.The quality strategy will affect brand awareness,brand association and brand loyalty,which is the most important factor affecting brand equity.channel strategies and promotion strategies can affect brand associations,but they cannot directly affect brand awareness and brand loyalty.When a company uses a combination of quality strategy,channel strategy,and promotion strategy at the same time,agricultural product brand equity has the greatest effect.(2)The research on the influence mechanism of the image of the origin of agricultural products brand on the brand equity under the Internet background shows that the image of the origin of agricultural brands will affect the brand equity of agricultural products through consumers’ perceived value.Agricultural products have strong regional attributes,and the brand image of agricultural products often includes natural and human factors.Specifically,the natural factors in the brand image of agricultural products will positively affect brand equity through health value,and human factors will positively affect brand equity through social value.Both health value and social value will positively affect brand equity.In addition,omni-channel consistency and omni-channel seamlessness will positively moderate the relationship between human factors and social value.(3)The research on the influence mechanism of agricultural product distribution density on brand equity shows that the online and offline distribution density of agricultural product will increase brand availability.This is mainly because the increase in distribution density reduces consumer transaction costs and improves shopping efficiency.The reduction in the offline distribution density of agricultural products will increase brand exclusivity.This is because a relatively limited number of retailers is helpful to maintaining the relatively high brand positioning of brand agricultural products,and it is more helpful to serve targeted customers.Brand availability is helpful to increase brand exposure and enhancing brand awareness and familiarity to increase brand equity.Brand exclusivity is conducive to creating unique brand associations,maintaining consumers’ high social status,and improving brand image and brand reputation to promote brand equity of agricultural products.(4)The influence mechanism of the personalized service of agricultural product website on brand equity shows that: the personalized service of agricultural product website promotes brand equity,but this positive effect is negatively moderated by consumers’ privacy concerns.According to consumers’ personal preferences or historical purchase records,agricultural products websites provide consumers with personalized agricultural products brands for shopping and enhance their trust in the brands and value recognition.However,consumers’ concern about privacy will affect the utility of personalized services of agricultural products websites.Specifically,when consumers’ privacy concerns are low,consumers tend to trust the products provided by the website,believing that personalized services are the marketing efforts made by companies,thereby more accept the brand value of agricultural products,and promoting brand equity.When consumers’ privacy concerns are high,consumers will worry that their information will be leaked and tend to resist the products offered by the website,thereby reducing transactions with online sellers,and on the contrary damages the brand value of agricultural products.This research has three main contributions:(1)Based on the consumer’s perspective,this research explores the formation and improvement of agricultural product brand equity in the context of the Internet,which is innovative.Since consumers are the fundamental source of brand equity,research on agricultural product brand equity based on the consumer’s perspective will help to better understand their differentiated responses to corporate marketing strategies,so as to find a way to improve agricultural product brand equity more effectively.This research carries out four empirical studies,including customer mind(brand awareness/brand association/brand loyalty),customer perceived value(health value/social value),perceived brand positioning(brand availability/brand exclusivity)and online psychology response(online trust/psychological resistance)and other perspectives.This study has provided new thoughts for the creation and improvement of agricultural product brand equity under the Internet background.(2)Based on brand value chain theory,brand association theory,transaction cost theory,social exchange theory etc.,this research constructs a theoretical framework of the formation mechanism of agricultural product brand equity under the Internet background,which is innovative.Through the theoretical framework,this research effectively reveals the general law of the formation of agricultural product brand equity under the Internet background.The article combines the background of the Internet era,from the interaction mechanism of quality strategy,quantity strategy and channel strategy on the promotion of agricultural product brand equity.The research expands the theoretical research on the creation and management of agricultural product brand assets under the Internet background.(3)In this study,we have conducted in-depth research on the improvement of brand equity of different types of agricultural products in the context of the Internet,and the design of the research content is innovative.Based on the analysis of the connotation of agricultural product brand equity and the general laws of brand management changes under the Internet background,as well as the formation mechanism of different types of agricultural product brand assets,this article explores the research on the improvement strategy of agricultural product brand equity based on the quality strategy from the perspective of the image of the origin of the agricultural product brand.From the perspective of agricultural product distribution density,the article explores the research on the strategy of enhancing agricultural product brand equity led by channel strategy.From the perspective of the personalized service of agricultural product websites,the paper discusses the research on the promotion strategy of agricultural product brand equity led by the promotion strategy.The innovative design of the research content is conducive to the in-depth study of the formation mechanism and promotion strategy of agricultural product brand equity under the Internet background,and has theoretical value and practical value.