农产品区域品牌价值攀升的主体异质性研究OACHSSCD

The increase in the value of regional public brands of agricultural products is an important manifestation of high-quality agricultural development and an effective path to promote the comprehensive revitalization of rural China.This article uses the panel data of 280 samples from 40 regional tea brands in China to analyze the heterogeneity and threshold effects of the increase in the value of regional public brands of agricultural products.The research shows that:There is a correlation between the brand promoters and the increase in the value of regional public brands of agricultural products.In the heterogeneity analysis,industry associations have significant positive correlation with the increase in the value of regional public brands of agricultural products,while the number of enterprises shows an inverted"U"relationship with the increase in the value of regional public brands of agricultural products,and the marginal effect of the enterprises shows a decreasing trend.Regions with high levels of rural revitalization and high participation levels of leading enterprises can better expand these enterprises'positive role in the value increase of agricultural products while regions with low levels of rural revitalization and high participation levels of leading enterprises can better leverage the driving role of industry associations in the value increase.The mechanism test shows that consumption potential and agricultural industrial structure play a partial mediating role in the effect of brand promoters on the value increase of agricultural products.The moderating effect test shows that using agricultural machinery is conducive to the increase in the value of regional public brands of agricultural products.Therefore,to further increase the value of regional public brands of agricultural products,efforts should be made in the following three aspects:government support and guidance,industry association supervision,and enterprise self-regulation.