Influential Mechanism of Traditional Culture on Customer Loyalty of Regional Brand Products in China

DOI: https://doi.org/10.62517/jbm.202409408

Author(s)

Qing Sun, Liming Chen*

Affiliation(s)

College of Economics and Management, China Agricultural University, Beijing, China *Corresponding Author.

Abstract

In this paper, the influential mechanism of traditional culture embedding regional brand agricultural products on customer loyalty is analyzed by utilizing the PLS-SEM method, based on the SOR theoretical framework. More than 400 sample data were collected from consumers of geographical indication agricultural products such as Zhejiang West Lake Longjing tea and Lishui Mountain Farming products, Heilongjiang Wuchang rice, and apples from Shandong Yantai. The research results reveal that the embedding of traditional culture into regional public brand agricultural products has a positive impact on perceived functional value, perceived emotional value, and perceived social value, which in turn affects customer loyalty. The quality of channel integration plays a promoting role in the impact of traditional culture on perceived social value. Embedding traditional culture into regional branded agricultural products can inject new momentum into the development of regional public brands for geographical indication agricultural products. The effective integration of traditional culture and regional public agricultural product brands and the improvement of channel integration quality are powerful guarantees for promoting customer loyalty of regional brand agricultural products and enhancing the competitiveness of regional public brands.

Keywords

Marketing; Agricultural Products; Regional Public Brand; Customer Loyalty; Traditional Culture

References

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