Li Pei, Du Jianguo, Shahzad Fakhar
School of Management, Jiangsu University, Zhenjiang, China.
Front Psychol. 2022 Aug 11;13:972371. doi: 10.3389/fpsyg.2022.972371. eCollection 2022.
In the era of economic globalization, the competitiveness of products on a global scale is increasingly achieved through effective and sustainable strategies for brand development by the leaders. This paper conducts an empirical study on regional brand competitiveness (BC) influencing factors. A research model was proposed and tested by employing structural equation modeling. Data analysis was conducted using 214 valid questionnaires from two major producing areas in Jilin Province, China. Research results show that Brand Market (BM) and Government Guidance (GG) directly and positively impact the regional BC. Regional Resource (RR) and industrial development (ID) indirectly impact the regional BC through the mediating role of BM and GG. BM is the most important factor affecting the regional BC. Based on this, the path to improve the competitiveness of traditional agricultural products under economic globalization is determined, and targeted countermeasures and suggestions are formulated for the existing problems.
在经济全球化时代，产品在全球范围内的竞争力越来越多地通过领导者有效的可持续品牌发展战略来实现。本文对区域品牌竞争力（BC）的影响因素进行了实证研究。提出了一个研究模型，并采用结构方程模型进行了检验。使用来自中国吉林省两个主要产区的214份有效问卷进行了数据分析。研究结果表明，品牌市场（BM）和政府引导（GG）对区域品牌竞争力有直接的正向影响。区域资源（RR）和产业发展（ID）通过BM和GG的中介作用对区域品牌竞争力产生间接影响。BM是影响区域品牌竞争力的最重要因素。在此基础上，确定了经济全球化背景下提升传统农产品竞争力的路径，并针对现存问题制定了有针对性的对策建议。
