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<p>Brand storytelling, as an important communication method for conveying and shaping brand perception and brand image, has been applied more and more widely in recent years in corporate marketing and management, among other aspects. This study investigates the effect of brand stories of agricultural products on consumers’ purchase intention, and also examines the conditions under which they are applicable. Through three experiments, this study found that brand stories increase consumers’ willingness to buy agricultural products, and the sales method plays a moderating role in this. Emotional stories increase consumers’ purchase intention when the sales method is individual sales, and experiential stories increase consumers’ purchase intention when the sales method is chain store sales. The findings of this study enrich the branding theory and are of great significance in shaping the brand image of agricultural products.</p>

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The effect of brand stories of agricultural products on consumer purchase intentions

  • 期刊论文

  • 发表日期：

    2025年1月4日

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  • Li Chen,
  • Yizhen Wang,
  • Li Wang,
  • Guoshen Ding,
  • Shuaishuai Fan,
  • Mengyao Yang,
  • Chunyin Wang

摘要

Brand storytelling, as an important communication method for conveying and shaping brand perception and brand image, has been applied more and more widely in recent years in corporate marketing and management, among other aspects. This study investigates the effect of brand stories of agricultural products on consumers’ purchase intention, and also examines the conditions under which they are applicable. Through three experiments, this study found that brand stories increase consumers’ willingness to buy agricultural products, and the sales method plays a moderating role in this. Emotional stories increase consumers’ purchase intention when the sales method is individual sales, and experiential stories increase consumers’ purchase intention when the sales method is chain store sales. The findings of this study enrich the branding theory and are of great significance in shaping the brand image of agricultural products.