Empirical mechanism for the regional brand co-construction: a study of featured agriculture commodities in China

This study conducted empirical research on issues regarding the regional brand co-construction of featured agricultural commodities to realize the interests of stakeholders involved in constructing regional brands for featured agricultural commodities. The study was based on the notion of brand value co-creation and collaborative construction and included a case study of the current international trade for featured agricultural commodities of two regional brands in Jinlin Province, China. The data were collected through in-depth interviews and questionnaires with employees from the above two brands, and the results were obtained by applying structural equation modeling (SEM). The results show that regional resources form the tangible and cultural basis of the collaborative construction of regional brands. Subjective cognition (SC) is the cognitive basis for the co-construction of regional brands, while interest appeal is the inner driving force for the co-construction of regional brands. It examines the perspectives of various stakeholders, including the government, industry associations, enterprises, industrial chains, and consumers. In conclusion, we outlined pathways for the collaborative construction of regional brands for featured agricultural commodities and provided specific countermeasures and suggestions to address the identified problems.