Differentiated Paths for Value Enhancement of Regional Public Brands of Tea: a Configuration Study Based on Resource Orchestration and 4Ps Theory
Journal: Modern Economics & Management Forum DOI: 10.32629/memf.v5i2.1963
Abstract
Enhancing the value of regional public brands of agricultural products will be an important means of realizing the rural revitalization strategy. This paper selects the top 20 tea brands in the valuation of tea public brands in 2023 as the research object, constructs a comprehensive analysis framework based on resource orchestration theory and 4Ps theory, identifies six conditions affecting the enhancement of public brand value, and uses fsQCA method to explore the differentiation path of tea public brands to enhance brand value. The results show that there is no single condition that is necessary to enhance brand value, and there are four differentiated paths to enhance brand value. The conclusions of the study can provide management insights for brand value enhancement of different tea regional public brands.
Keywords
brands of tea, differentiated paths, 4Ps theory
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[2] China Agricultural Brand Research Center. (2023). How to realize the regional public brand of agricultural products ‘long red’? www.brand.zju.edu.cn.
[3] Sun, Y. Z., Zheng, J. (2018). Literature Review on Regional Public Branding of Agricultural Products. Rural Economy and Technology, 29(01), 6-8+17.
[4] Liu, S. Y., Chen, J. H., Li, D., H. (2023). The Impact of the Value of Regional Public Brand of Agricultural Products on Farmers' Income Increase - Based on the Perspective of Regional Public Brand of Tea. Agricultural economics and management, 01, 108-120.
[5] Sun, Y., Huang, Y., Fang, X., & Yan, F. (2022). The Purchase Intention for Agricultural Products of Regional Public Brands: Examining the Influences of Awareness, Perceived Quality, and Brand Trust. Mathematical
[6] Dong, Y., Gu, Y., & Yang, K. (2021). Agricultural Product Branding, Market Integration, and Agricultural Income Growth. Journal of Capital University of Economics and Business, 23(01), 70-80. DOI: 10.13504/j.cnki.issn1008-2700.2021.01.007.
[7] Su, B., Guan, X., Li, Y., et al. (2021). Spatial Effects of Regional Brand Development of Chinese Tea. Tea Communication, 48(4), 744-752. Problems in Engineering, 2022, 1–10.
[8] Wu, R., Chen, H., Yuan, F. (2022). Regional Public Brand: An Effective Path for Industrial Development in Poverty Alleviation Counties. Macro Quality Research, 6.
[9] Xu, D., & Guo, Y. (2018). Building Agricultural Product Brands and the Effect of Poverty Alleviation: A Research Analysis of 9 Prefecture-level Cities in Guizhou Province. Western Forum, 28(3), 100-106.
[10] Sirmon, D. G., Hitt, M. A., Ireland, R. D., & Gilbert, B. A. (2010). Resource Orchestration to Create Competitive Advantage. Journal of Management, 37(5), 1390–1412.
[11] Kotler, & Philip. (2007). Marketing management. Upper Saddle River, 17(1), 99-99.
[12] Hu, X., Wei, C., & Li, Y. (2023). Report on the Evaluation of Regional Public Brand Value of Chinese Tea in 2023. Chinese Tea, 6.
[13] Pappas, I. O., & Woodside, A. G. (2021). Fuzzy-set Qualitative Comparative Analysis (fsQCA): Guidelines for research practice in Information Systems and marketing. International Journal of Information Management, 58, 102310.
[14] Liu, H., & Ma, Y. (2019). Research on Geographic Indications of Tea and Protection of Tea Agricultural Intangible Cultural Heritage in Yunnan Province. Research on Natural and Cultural Heritage, 4(10), 60-63.
[15] China Agricultural Products Public Brand Research Center. (2023). Application for Intangible Cultural Heritage Promotes New Wave of Chinese Tea Branding. www.brand.zju.edu.cn.
[16] Chen, F., & Mao, M. (2023). A Study on the Preceding Configuration and Ascending Path of Emerging Brand Asset Generation. Journal of Management, 36(02), 114-130.
[17] Ministry of Agriculture and Rural Development. (2023). List of Famous, Specialty and New Agricultural Products. www.aqsc.agri.cn.
[18] Ministry of Agriculture and Rural Development. (2023). Notice of Ministry of Agriculture and Rural Development on the Announcement of the 2023 Agricultural Brand Excellence Cultivation List.
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