An Empirical Analysis of the Impact of Brand Story Themes on Brand Attitude in the Context of B2C E-Commerce Platforms for Organic Agricultural Products

Jing Zhang and Ziyang Liu ()
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Jing Zhang: Graduate School, Kyonggi University, Suwon 16227, Republic of Korea
Ziyang Liu: Graduate School, Kyonggi University, Suwon 16227, Republic of Korea

Sustainability, 2023, vol. 15, issue 24, 1-16

Abstract: Against the background of B2C e-commerce platforms, ecological agricultural enterprises often overlook the issues of quality and safety, as well as product image shaping, during their operations, thereby affecting consumers’ purchase decisions. This study adopted authoritative scales and utilized data from 201 questionnaires to empirically investigate the influence of brand images on brand attitudes. Firstly, variables of consumers’ perception and brand attitude were measured through questionnaires. Secondly, regression models were used to discuss the impacts of different brand storytelling themes on brand attitudes. Finally, models of the mediating and moderating effects were employed to empirically study the mechanisms of consumers’ perception and regional familiarity. The research results indicate that brand storytelling themes of ecological agricultural products have a significant positive impact on consumers’ brand attitudes. Consumers’ perception of authenticity plays a mediating role, while regional familiarity acts as a moderator. The research conclusions enrich brand evaluation systems, deepen the related research on brand storytelling themes of agricultural products, reveal the inherent mechanism of the influence of brand storytelling themes of ecological agricultural products on consumers’ brand attitudes, and provide a reference for the practice of regional brand narratives of agricultural products.

Keywords: regional brand of agricultural products; brand storytelling themes; brand attitude; authentic perception of consumers; regional familiarity (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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