Title: Exploring the influence path of brand relationship quality of agricultural products' regional public brand with a dual-attention perspective

Authors: Yang Zhao; Yufang Wang; Jiangli Zhang; Jiawen Ren; Lin Wang

Addresses: School of Business Administration, Northeastern University, Shenyang, China ' School of Business Administration, Northeastern University, Shenyang, China ' School of Business Administration, Northeastern University, Shenyang, China ' School of Business Administration, Northeastern University, Shenyang, China ' School of Business Administration, Northeastern University, Shenyang, China

Abstract: The regional public brand of agricultural products is an important style of characteristic agricultural product brands. How to build the regional public brand of agricultural products has always been the focus of attention, and it is of great practical significance to explore the brand relationship quality improvement path of the regional public brand of agricultural products. This study adopts the fsQCA method based on the perspective of causal complexity configuration to construct the conditional configuration model of brand relationship quality for agricultural product regional public brands, using 30 agricultural product brand cases in the China Agricultural Brand Catalog 2019 Regional Public Brands of Agricultural Products as the research objects. The results show that there are five paths driving high brand relationship quality and six paths driving non-high brand relationship quality with causal asymmetry with the path of high brand relationship quality.

Keywords: fsQCA; brand relationship quality; brand reputation; media attention; user attention.

DOI: 10.1504/IJEB.2025.143007

International Journal of Electronic Business, 2025 Vol.20 No.1, pp.75 - 97

Received: 29 May 2023
Accepted: 31 Dec 2023
Published online: 02 Dec 2024 *

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