Abstract:

Geographical labeling is one of basic characteristics of agricultural brand. Its development is increasingly perplexed by the homogenization of agricultural products. To expand the market by using the regional advantages of geographical labeled brand, targeted public strategy is necessary, especially public advertisement. This research found an interaction effect between types of geographical labeled brand and advertisement appeal types. For natural-dominant geographic labeled brand, the functional appeal would induce behavioral loyalty. However, for humanistic-dominant geographic labeled brand, the value appeal would induce emotional loyalty. The results have significant practical implications for construction of geographical indication brand.

Key words: Geographical labeled brand, Advertisement appeal types, Self-brand connections, Brand loyalty