Country-of-origin effects on the brand image of agricultural products in China

Fan Mo and Weiming Chee
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Fan Mo: Associate Professor, School of International Exchange, Guangdong AIB Polytechnic
Weiming Chee: City University of Malaysia, Malaysia

Journal of Cultural Marketing Strategy, 2021, vol. 6, issue 1, 45-53

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 (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2021
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