Research On The Cue Source And Consumer Response To Brand Authenticity Origin

At present,with the rise of online live delivery and the implementation of poverty alleviation strategy,China’s origin brands have been booming,and more and more origin brands have entered the consumer’s vision.A successful brand of origin can not only improve the level of regional economy,but also promote and publicize local culture.Therefore,the development and construction of brand of origin has been a problem that Chinese scholars are committed to solving.But looking at the existing literature,there are few countermeasures to dig out the essence of the real origin brand,reflect the core value of the brand and the unique history and culture.Based on this,this paper focuses on exploring the cue formation and consumer response of origin brand authenticity,and solves the core problems of origin brand development by constructing the framework of origin brand authenticity,which opens up a new path for the sustainable development of origin brand.Based on the background of origin brand,combined with the concept connotation and influencing factors of brand authenticity,using the clue framework of Peirce semiotics,this paper puts forward the conceptual model and research hypothesis of origin brand authenticity.The conceptual model design of this study is based on the semiotic cue theory,taking the index cue and the symbolic cue as the formation factors of the brand authenticity of the origin,and introducing the product familiarity as the adjustment variable of this path.Then,it constructs the influence mechanism of the brand authenticity of the origin on brand trust and consumer purchase intention,including two paths:the direct influence of authenticity on purchase intention and the mediating variable of brand trust.The study adopts scenario simulation method to collect empirical data.On the basis of two pre-experiments,an inter-group design of index cue labeling strategy(display/not display)× symbolic cue emphasizing root appeal(emphasize/not emphasize)× product familiarity(high/low)is designed,with eight experimental scenarios.Subsequently,the effective samples collected in this experiment were analyzed by SPSS23.0 and other statistical software tools.Descriptive statistical analysis,reliability test,independent sample T test and two-way ANOVA were carried out in detail,and the research hypotheses were verified accordingly.The empirical results show that both the index cue label strategy and the symbolic cue emphasize that the root propagation has significant influence on the authenticity of the origin brand.For the moderating effect of product familiarity,its moderating effect on the label strategy is significant,while the moderating effect on the root propagation is not significant.Brand authenticity of origin also significantly positively affects brand trust and purchase intention,and brand trust plays a full mediating role.From the perspective of cue theory,this study takes the brand of origin as the research background to verify that consumers rely on the index cue and symbolic cue of brand transmission to form and judge the authenticity of the brand.By verifying the impact of brand authenticity on brand trust and purchase intention,it confirms the important role of brand authenticity in the brand of origin,expands the scope of application of brand authenticity,and enriches the research content of brand of origin.Through this new theoretical contribution,it can provide more strategic guidance for the sustainable development of origin brand enterprises,help enterprises to better understand the importance of brand authenticity,select the appropriate way of publicity to enhance consumers’ perception of brand authenticity,and help enterprises to complete the development and promotion of origin brand more effectively in marketing practice.