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Country-of-origin effects on the brand image of agricultural products in China
Journal of Cultural Marketing Strategy,
6
(1),
45-53
(2021)
Abstract
Drawing on the country-of-origin effect, this paper discusses the key levers for developing the regional brand image of agricultural products in order to increase the competitiveness of such products. Building on this, it proposes a model to develop a credible origin and brand image for regional agricultural products. The paper concludes that when constructing regional brand image, one must identify the product’s various advantages, integrate the unique culture and history of the region, and foster collaboration between government, businesses and farmers. In this way, it is possible to drive rapid economic development at a regional level.
Keywords: country-of-origin effect; agricultural product; regional brand; regional brand image
The full article is available to subscribers to the journal.
Author's Biography
Fan Mo is an associate professor in the School of International Exchange, Guangdong AIB Polytechnic. Her research interests include marketing, brand management and consumer behaviour.
Weiming Chee is an associate professor in the City Graduate School of City University Malaysia. Dr Chee’s research interests include strategic management, quantitative research methods and real estate management.
