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Country-of-origin effects on the brand image of agricultural products in China

Author

Listed:
  • Mo, Fan

    (Associate Professor, School of International Exchange, Guangdong AIB Polytechnic)

  • Chee, Weiming

    (City University of Malaysia, Malaysia)

Abstract

Drawing on the country-of-origin effect, this paper discusses the key levers for developing the regional brand image of agricultural products in order to increase the competitiveness of such products. Building on this, it proposes a model to develop a credible origin and brand image for regional agricultural products. The paper concludes that when constructing regional brand image, one must identify the product’s various advantages, integrate the unique culture and history of the region, and foster collaboration between government, businesses and farmers. In this way, it is possible to drive rapid economic development at a regional level.

Suggested Citation

  • Mo, Fan & Chee, Weiming, 2021. "Country-of-origin effects on the brand image of agricultural products in China," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 6(1), pages 45-53, November.
    • Handle: RePEc:aza:jcms00:y:2021:v:6:i:1:p:45-53
    as

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    More about this item

    Keywords

    country-of-origin effect; agricultural product; regional brand; regional brand image;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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