Research on the Formation Mechanism of Geographical Indication Agricultural Product Brand Value from the Perspective of Nostalgia_Vol. 2 No. 6 (JBM 2025)_Journal of Business and Marketing (ISSN: 3005-5717)

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Research on the Formation Mechanism of Geographical Indication Agricultural Product Brand Value from the Perspective of Nostalgia

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DOI: https://doi.org/10.62517/jbm.202509604

Author(s)

Yongqiang Chen1, Zhongqi Zhong1, Yi Hu1, Xiaomin Pan2,*

Affiliation(s)

1Business School, Jinggangshan University, Ji’an, Jiangxi, China 2School of Marxism, Jinggangshan University, Ji’an, Jiangxi, China *Corresponding Author

Abstract

Geographical Indication (GI) agricultural products serve not only as symbols of agricultural civilization and regional culture but also as key resources in brand competition. From the perspective of nostalgia, this study explores the mechanism through which such sentiment influences the formation of brand value in GI agricultural products. As a crucial psychological bond between emotion and cultural memory, nostalgia effectively strengthens consumers' sense of belonging and identification, thereby enhancing the emotional and symbolic value of a brand. Drawing on brand value theory and psychological distance theory, this paper constructs a conceptual model illustrating the pathways linking nostalgia, geographical indication, and brand value. It focuses on analyzing how GI products trigger nostalgia, the moderating effect of psychological distance, and the influence of place image and origin awareness. The findings reveal that nostalgia not only enriches the cultural connotation of GI agricultural products but also reinforces their market recognition and brand loyalty, offering insights for promoting regional economic growth and rural revitalization.

Keywords

Nostalgia; Geographical Indication Agricultural Products; Brand Value; Formation Mechanism

References

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