Factors influencing consumer brand preference for regional public brands of agricultural products

Introduction Regional public brands of agricultural products play an important role in promoting rural industrial revitalization and enhancing the market competitiveness of agricultural products. However, their development continues to face challenges, including weak brand recognition, inadequate brand image development, and insufficient development of consumer brand preference. Drawing on the Stimulus–Organism–Response (S–O–R) framework, this study develops a consumer response model linking marketing stimuli, psychological perceptions, and brand preference. Methods Using “Tianfu Hetao,” a regional public brand of agricultural products, as a case study, this study surveys consumers who had previously purchased products under the brand and employs structural equation modeling and bootstrap mediation analysis to systematically examine the mechanisms through which different marketing factors influence consumer brand preference. Results The findings reveal that different types of brand marketing stimuli have differential effects on consumers’ psychological perceptions. Some marketing factors simultaneously enhance brand recognition and brand image, whereas others positively influence brand recognition alone. Furthermore, brand recognition has a significant positive effect on brand image, and the two constructs form a sequential mediation pathway linking marketing stimuli to brand preference. Discussion This study systematically elucidates the mechanisms underlying consumer brand preference for regional public brands of agricultural products, refines the explanatory scope of the S–O–R framework in the context of regional public branding of agricultural products, and provides theoretical insights and practical guidance for optimizing marketing resource allocation, strengthening brand development, and fostering consumer brand preference.