Author(s)

Yang Ai, Pengyu Mu

Corresponding Author

Yang Ai

ABSTRACT

The regional public brand of agricultural products is an important type of agricultural product brand. There are many successful examples of such brand in the world. The purpose of this paper is to study the factors influencing consumers' brand awareness of regional public brand of agricultural products. First, reliability, validity and factor analysis were carried out. Then FGLS was carried out for the extracted factors and other variables, and robustness test was carried out with binary Probit and Tobit regression models. The main results are as follows: First, brand influence, brand publicity and product quality all have a positive impact on the consumer awareness of regional public brand of agricultural products; Second, brand influence has an both economic and statistical significant impact on the awareness of regional public brand of agricultural products; Third, there are significant differences between men and women in the awareness of regional public brand of agricultural products.

KEYWORDS

Regional public brand of agricultural products, cognitive research, influencing factors, brand consumption