Research on the construction of brand stories of a regional brand of agricultural products under the background of the internet

Chunmei Chen, Sifan Pei, Xinyu Jiang* & Wenlong Lu

School of Business and Tourism, Sichuan Agricultural University, Chengdu, China

DOI: 10.1201/9781003203704-25

ABSTRACT: Brand story is an important way to shape and spread the regional brand of agricultural products. This article takes 28 brand stories of fruit regional brands of top 100 regional public brands of agricultural products in China as the research object and uses Nvivo12plus software to analyze the text characteristics from brand stories’ four elements which include messages, conflicts, events, and characters about the brand stories. ...

Get Economic and Business Management now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.