Research On The Impact Of Brand Authenticity Of Agricultural Products On Brand Evangelism

With the rapid development of China's economy,people have put forward higher and higher requirements for a high-quality life,and they are more and more inclined to buy high-quality products.However,The existence of information asymmetry between enterprises and consumers makes the quality of agricultural products show more significant implicit characteristics,so it is difficult for consumers to buy the products they need in the market.However,the effect of the current "three products and one standard" product quality certification carried out by agricultural product manufacturers is very limited.In this context,how to distinguish high-quality products from low-quality products through labeling has become an important research topic.The most basic role of a brand is to distinguish the product from similar products,and the brand is also a symbol of quality.Therefore,this paper uses brand as the starting point for research.This research introduces the two key concepts of "brand authenticity" and "brand evangelism".Based on the S-O-R(stimuli-organism-response)model,a model for the relationship between authenticity of agricultural products and brand evangelism is constructed.The data collected by 433 vegetable consumers in the city were empirically tested.Draw the following conclusions:First,brand authenticity of agricultural products has a significant positive effect on brand affect and brand evangelism,and brand affect also has a significant positive impact on brand evangelism.The second is that the two-dimensional “real emotion” and “assumed emotion” of the brand affect play a part of the mediating role between brand authenticity of agricultural products and brand evangelism.Third,brand sensitivity plays a negative role in moderating brand authenticity of agricultural products and “real emotion”,and the moderating effect between brand authenticity of agricultural products and “assumed emotion” is not significant.Based on the above research conclusions,this study proposes that in the process of solving the implicit problem of agricultural product quality,enterprises must firmly graspthe important factor of "brand".First of all,we must consider brand elements and pay full attention to the cultivation of agricultural brand.Second,we must strive to create highly authentic agricultural product brands and dig out factors of brand authenticity.Third,we must continue to stimulate and strengthen consumers' brand affect,so as to stimulate consumers' purchase intentions and spread brand positives word of mouth.Finally,consumer groups with different brand sensitivity need to develop different marketing strategies that vary from person to person.