The construction of regional brand symbols for agricultural products holds significant impor-tance to agricultural development,with a particularly close correlation with emotional attitudes of audi-ences.By using Nvivol2 software for time series word frequency analysis,a theoretical analysis model was constructed to explore the relationship between regional agricultural product brand symbols and audience emotional attitudes,and empirical research was conducted through five cases of distinctive regional agri-cultural product brands.The results show that the four dimensions-brand symbol transmission,psycho-logical dependence,message display,and empathetic communication closely link agricultural product brand symbols with audience emotional attitudes,fostering a balanced interdependent relationship,which in turn generates product effects,market effects,and brand effects,and stimulates audience feedback.This research truly enriches the connotation of regional brand symbols for agricultural product,provides guidance for the creation of brand symbols,promotes the emotional identification of the audience towards brand symbols.
关键词
农产品区域品牌/品牌符号/受众情感态度/扎根理论
Key words
regional brand of agricultural products/brand symbol/audience's emotional attitude/Grounded Theory
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