Research on the Application of Brand Personality in Internet-Branding of Agriculture Products in China

Abstract

China is a fast-developing nation, especially in traditional concepts of emphasis on agricultural production, with millions of highly educated college students as new generations of workers enter the workforce, while promoting the booming agriculture industry in China. Concerning these new generations of ambitious college students, it is a pretty attractive career to leverage their knowledge to spread their local special rural agricultural products (agri-products) to well-known places around the nation, even the world. Meanwhile, the Chinese government also supports rural products branding via internet marketing as well as the exploitation of online technologies. Su et al. pointed out that governments in China are expected to take more effective measures to enhance adoption rates of online purchases and sales technology, in particular for entrepreneurial farmers ^[1]. Currently, the most existing phenomenon in China is that quantities of regional rural products with excellent quality but without national popularity. Thereby, it is significant to enhance the popularity of various brands in regional agricultural products using internet marketing, and also contribute to the nation’s strategy of rural revitalization. To appeal to the nations’ strategy, we are supposed to make use of brand personality (BP) traits, which probably contribute to robust internet branding of regional agricultural products. Our research will focus on the influences of differential dimensions of brand personality (BP) in terms of common rural products, additionally, we also attempt to design a BP model for internet branding of agricultural products in China. Furthermore, from the two perspectives of characteristics in rural areas (agricultural producers and agricultural consumers), measures to assist agricultural producers in building their brands through the application of internet tools and marketing should be recognized. On the other side, methods to enhance agricultural consumers’ brand loyalty also need to be captured.