Research on the Brand Spillover Effect and Regional Differences of Geographical Indication Agricultural Products in Shanxi, Shaanxi, and Henan Regions of China under the Background of Rural Revitalization

Abstract

[Purpose]This study aims to evaluate the role of the brand strategy for geographical indication(GI) agricultural products in rural revitalization, particularly through an empirical analysis of the brand spillover effects of GI agricultural products in Shanxi, Shaanxi, and Henan provinces, thereby providing a scientific basis for agricultural high-quality development and rural revitalization strategy formulation. [Methodology]A quantitative analysis approach was employed, involving the collection and analysis of market data on GI agricultural products from the three provinces. This analysis assessed their market performance, brand effects, and their impact on agricultural economics and farmers' incomes. Furthermore, the specific role of regional disparities in shaping the brand spillover effects was explored. [Results]The study found that the overall performance of the GI agricultural product markets in the three provinces was positive, with notable brand spillover effects that significantly contributed to the promotion of agricultural economics. However, regional variations in brand development emerged, with cities like Xi'an, Datong, and Zhengzhou exhibiting particularly prominent brand effects, whereas other cities demonstrated less evident brand impacts, indicating a regionalized trend. [Conclusion] The study concludes that the brand spillover effects of GI agricultural products are positively correlated with rural revitalization development, serving as a crucial factor in enhancing agricultural competitiveness and promoting farmers' income. It is recommended that, in light of regional disparities, differentiated brand development strategies be adopted, accompanied by strengthened regional cooperation, to fully leverage the brand advantages of GI agricultural products and facilitate the in-depth implementation of rural revitalization strategies.