International Journal of Research Studies in Management
CollabWritive Special Issue
2023 Volume 11 Issue 4
Available Online: 15 August 2023
Author/s:
Cui, Runyan
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (320505017@qq.com)
Abstract:
With the continuous improvement of marketization level, more and more agricultural products have entered the market, and the problem of “difficult to sell” agricultural products has become prominent. Due to the inherent disadvantages of agricultural products compared to industrial products (such as cross cyclical), severe price fluctuations and unsold products are more likely to occur, which can seriously dampen the production enthusiasm of farmers. Brand loyalty has a significant impact on agricultural product marketing, and enhancing brand loyalty is an important means to promote agricultural product marketing. The purpose of this article is to clarify the relationship between the level of agricultural product brand building, brand experience, and brand loyalty by combining relevant literature, and then propose specific strategies for agricultural product brand building and improvement to solve the rare problem of agricultural product buying and selling. Firstly, based on the results of literature review and expert interviews, this article designed three scales for agricultural product brand building level, brand experience, and brand loyalty, and completed the questionnaire design. The relationship between brand building level, brand experience, and brand loyalty was explored through questionnaire surveys and SPSS statistical analysis software. Research has shown that there is a positive correlation between brand building level, brand experience, and brand loyalty; At the same time, the level of brand building is positively correlated with the brand experience process. This article proposes a framework for the impact mechanism of agricultural product brand loyalty, providing suggestions for the improvement of agricultural product brands.
Keywords: agricultural product marketing, agricultural product brand building level, agricultural product brand experience, brand loyalty, structural equation model
DOI: https://doi.org/10.5861/ijrsm.2023.1039
Cite this article:
Cui, R. (2023). Brand building, brand experience and brand loyalty in e-Commerce platform: Basis for marketing agricultural product. International Journal of Research Studies in Management, 11(4), 75-84. https://doi.org/10.5861/ijrsm.2023.1039