With their unique geographical and quality characteristics, geographical indication aquatic products have gradually gained the favor of consumers and possess tremendous development potential in the market. Through 506 survey questionnaires, this article establishes a structural equation model based on perceived value and with brand trust as the mediating variable to conduct an empirical analysis of brand loyalty. The research finds that the functional value, economic value, and emotional value of geographical indication aquatic products positively affect brand loyalty, while the positive impact of social value and geographical value is not significant. Brand trust partially mediates the relationship between functional value, economic value, emotional value, and brand loyalty, while it fully mediates the relationship between service value, social value, and brand loyalty. The article also proposes suggestions from aspects such as emphasizing customer perception, ensuring product quality, enhancing social cognition, strengthening brand trust, and intensifying brand promotion efforts.
Key words
geographical indication aquatic products /
perceived value /
brand loyalty /
structural equation model
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