A Mechanism Analysis Of Interaction Between Geographical Indications Brand And Advertisement Appeal On Agricultural Product Brand Loyalty

The agricultural products brand is the main sign of the development degree of agricultural economy,the geographical indication brand is the most important form,the official data show that the number of the geographical Indication brand certification related to agricultural is as high as 97.57%.Geographical indications possess with specialty quality and long-term history,make it stand out and bring shared value to transaction for both sides in the market,Its market value scale has exceeded 1.3 trillion yuan.The experience of many developed countries shows that trademarks and brands make great significance to competitiveness(Jiang,et al.2016).At present,the development of agricultural products market is not sound enough,except a few regional public brands,there are still exist many small and chaotic brands,lead to diluted the effect of agricultural products brand,it is difficult to form a union power.For there is no unified certification brand,lack of propaganda,as well as the phenomenon of homogenization,so that the sales situation of agricultural product is not ideal,and there are serious vicious competition,seriously restricting the development of agricultural products brand.So how to clear brand positioning,highlighting characteristics of the regional,formulate the targeted strategy for developing agricultural brand is the issue of our study.Take geographical indications brand for an object,this paper explores the role of advertising appeal in the development of brand loyalty and the internal psychological mechanism.First of all,we combed the relevant research about geographical indications brand at home and abroad,made clear the scientific concept of geographical indications brand,analyzed the formation mechanism and development regularization of the geographical Indication brand,and based on the essential attribute of regional agricultural products,divide the geographical indications agricultural products into two categories,which are resource-dominant and humanities history aggregation.Advertise is the most effective media for publicity to broaden the market.This paper sums up the research about the advertisement appeal,because it is the causes to change brand attitude from cognition and emotion,therefore divides the content of advertisement appeal into functional appeal and value appeal.Consumer self-brand connection is the bridge to establish the relationship between consumers and brands,which effectively explains the influence on developing brand loyalty.Brand loyalty is the focus of academia and business circles for a long time,is also important for geographical indication brand to win in the market.Combine the previous viewpoints,this study divides the brand loyalty into emotional loyalty and behavior loyalty,which is beneficial to sort management of agricultural products brand loyalty.Using the method of economics experimental,this paper reveals the relationship between the different type of geographical Indication and brand loyalty,and finds that: it is necessary to adopt different content of advertising demands for different geographical indications.that is,for the resource-dominant geographical indication brand,Functional advertising content should be used to guide consumers to form behavior loyalty;For the humanities historical geographical indications,the value advertising content should be used to guide consumers to form emotional loyalty.Among them,consumer self-brand connection plays an important role as psychological mechanism.The resource-dominant geographical indication brand through the realized self-brand to form behavior loyalty,the humanities history geographical indication brand through the expansion type to form the emotion brand loyalty.The conclusion of this paper has important significance to guide the construction of the geographical indication brand.According to the result,combined with the present situation of the development of agricultural brand in our country,this paper puts forward some feasible suggestions on how to promote the agricultural brand building.First,the geographical indication brand should create a good brand image,highlight the characteristics of regional agricultural products,select the appropriate content for advertising appeal;It is necessary to accurately locate the target audience,and establishment of different types of self-brand connection between with consumers to form brand loyalty,carry out classified management for brand loyalty;Strengthen the propaganda of geographical indications,make full use of new media such as Weibo,SNS social platform,expand the impact of geographical indications brand,take advantage of Word-of-mouth marketing,improve the awareness and reputation of geographical indications brand.