The Influence Of Regional Brand Image Of Produce And Brand Image Of Organic Produce On Consumers' Trust On The Organic Brand

With the rapid economic development and the improvement of living standards,consumers are pursuing green,healthy and safe farm produce,which promotes the demand for organic produce and indicates the bright prospect of organic produce market.However,there exist a series of problems in China's organic produce market.The most critical problem lies in the inadequate marketing of organic produce as well as a lack of attention to the brand building of organic produce,which lead to consumers' weak brand awareness of organic produce.Therefore,this research aims at exploring how to help enterprises in the brand building of organic produce.Based on the theory of region of origin effect and the signal theory,revolving around regional brand and enterprise brand,this article tries to analyze how the regional brand image of produce and the brand image of organic produce influence consumers' trust on the brand of organic produce,by taking an example of the regional brand “Yingde Black Tea” and the enterprise brand of “T three”.Meanwhile,the moderating effects of consumers' product knowledge and brand familiarity will also be studied.In line with the literature studies,this article reviews both the domestic and foreign literatures related to the theory of region of origin effect and the signal theory,organic produce,regional and enterprise brand image,brand trust,product knowledge as well as brand familiarity,on the basis of which a theoretical model is constructed and the hypotheses are proposed.Both qualitative and quantitative methods are adopted to study the research problems.This article first conducts a qualitative analysis of “Yingde Black Tea” and “T three”,based on which a questionnaire survey is carried out for an empirical research.The design of the questionnaire refers to the literatures,qualitative analysis,interviews as well as the research scales from previous scholars.The research data is processed and analyzed mainly through the statistical tool of SPSS 21.0 and LISREL 8.70.In this research,descriptive analyses,reliability and validity analyses,correlation analyses and regression analyses are made to verify the hypotheses.As indicated in the research results,both the regional brand image of the produce and the brand image of the organic produce have significant and positive impact on consumers' trust on the brand of organic produce.Specifically,most of the factors included in two dimensions(regional industry image and regional product image)of the regional brand image and those from the other two dimensions of the brand image of organic produce exert a significant and positive influence on the brand of organic produce.In addition,the overall brand image of organic produce completely mediates the influence of the regional brand image of the produce on consumers' trust on the brand of organic produce.Besides,the regional brand familiarity and product knowledge both have a moderating effect on the relationship between the regional brand image of the produce and consumers' trust on the brand of organic produce.Based on the research results,this article puts forward relevant marketing suggestions for the company of “T Three” as well as organic tea companies,and even for common organic produce companies.