摘要
农产品区域品牌符号建设对农业发展具有重要意义,其与受众情感态度的关联尤为密切。运用Nvivo12软件进行时间序列词频分析,构建农产品区域品牌符号与受众情感态度的理论分析模型,通过5个特色农产品区域品牌案例进行实证研究,结果表明:品牌符号传输、心理依赖、讯息展示和共情传播4个维度密切连接农产品品牌符号与受众情感态度,形成平衡的相互依赖关系,进而产生产品效应、市场效应和品牌效应,激发受众反馈,真正地丰富了农产品区域品牌符号的内涵,为品牌符号的创建提供了指导,促进了受众对品牌符号的情感认同。
The construction of regional brand symbols for agricultural products holds significant importance to agricultural development,with a particularly close correlation with emotional attitudes of audiences.By using Nvivo12 software for time series word frequency analysis,a theoretical analysis model was constructed to explore the relationship between regional agricultural product brand symbols and audience emotional attitudes,and empirical research was conducted through five cases of distinctive regional agricultural product brands.The results show that the four dimensions-brand symbol transmission,psychological dependence,message display,and empathetic communication closely link agricultural product brand symbols with audience emotional attitudes,fostering a balanced interdependent relationship,which in turn generates product effects,market effects,and brand effects,and stimulates audience feedback.This research truly enriches the connotation of regional brand symbols for agricultural product,provides guidance for the creation of brand symbols,promotes the emotional identification of the audience towards brand symbols.
作者
张福银
ZHANG Fuyin(School of Literature and Journalism,Sichuan University,Chengdu 610000,Sichuan;School of Literature and Media,Suihua University,Suihua 152000,Heilongjiang)
出处
《河北农业大学学报（社会科学版）》
2024年第4期91-103,共13页
Journal of Hebei Agricultural University (SOCIAL SCIENCES)
基金
黑龙江省哲学社会科学研究规划项目:“黑龙江‘老字号’品牌塑造与宣传策略研究”(编号:23XWC203)
黑龙江省属高校基本科研业务费基础研究项目:“数字化时代黑龙江地区冰雪旅游品牌文化符号的共情传播机制研究”(编号:YWF10236230119)。
关键词
农产品区域品牌
品牌符号
受众情感态度
扎根理论
regional brand of agricultural products
brand symbol
audience's emotional attitude
Grounded Theory
