The Dimensions Of Eco-Place Brand Of Agricultural Products And Their Influence On Brand Association

The extensive development mode of agriculture has made environmental problems become more and more prominent, so it is imperative to develop modern agriculture. A lot of research and practice has proved that building place brand is an important way to develop modern agriculture. Region to shape the ecological brand of agricultural products can not only generate economic benefits, but also produce ecological benefits. However, the existing research has not yet had an in-depth understanding of how to build the eco-place brand of agricultural products. In this paper, based on the research method of grounded theory, we get the dimension model of the eco-place brand of agricultural products, and tested the model's fitting degree and the influence of different dimensions on brand association and brand performance.Research results show that eco-place brand of agricultural products consists of five dimensions, respectively is environmental advantages, product ecological characteristics, industrial cluster characteristics, ecological cognitive characteristics as well as management specification characteristics and the constitution factors. Among them, the characteristics of environment and ecology are composed of the appropriate conditions, environmental friendly characteristics and sustainable development characteristics.The ecological characteristics of products are composed of 3 factors,which are environmental protection characteristics, organic characteristics and technology green characteristics.The characteristics of industrial clusters are composed of 3 factors, including industrial scale, the concentration of the industry,industrial planning.Ecological cognitive characteristics are composed of 3 factors,which are shared by sharing characteristics of ecological values, ecological consciousness and character positioning. Management specification characteristics are composed of 3 factors, which are product certification characteristics, guild collaboration.Research on the impact of eco-place brand of agricultural products dimensions on brand association shows that environmental advantages, product ecological characteristics, industrial cluster characteristics, ecological cognitive characteristics and management specification characteristics have a positive impact on brand association. Among them, the positive impact of management specification characteristics and product ecological characteristics on brand association is the mostsignificant, followed by environmental advantages, ecological cognitive characteristics and industrial cluster characteristics. At the same time, brand association can have a positive impact on brand performance.In this paper, we build a model of eco-place brand of agricultural products, which is helpful to reveal the structure and connotation of eco-place brand of agricultural products, enrich and improve the theory of eco-place brand of agricultural products.The research conclusions of this paper can provide theoretical guidance for the region to build agricultural products ecological brand, and it is helpful to accelerate the branding process of regional agricultural products.