@article{ART003172627},
author={Shuyi Gao and Giyoung Chung},
title={The Influence of Regional Brand Cognition on Consumers' Purchase Intention - Take Pu'er Coffee as an Example -},
journal={Industry Promotion Research},
issn={2466-1139},
year={2025},
volume={10},
number={1},
pages={277-290},
doi={10.21186/IPR.2025.10.1.277}
TY - JOUR
AU - Shuyi Gao
AU - Giyoung Chung
TI - The Influence of Regional Brand Cognition on Consumers' Purchase Intention - Take Pu'er Coffee as an Example -
JO - Industry Promotion Research
PY - 2025
VL - 10
IS - 1
PB - Industrial Promotion Institute
SP - 277
EP - 290
SN - 2466-1139
AB - Pu'er City, China, located in an optimal coffee cultivation zone with excellent ecological conditions, is a major global coffee producer. However, the region's coffee industry faces challenges due to low international transaction prices, which limit farmers' profits, corporate stability, and long-term industry development. This study investigates the impact of regional brand recognition on consumer purchase intention, using perceived value and perceived trust as mediating variables. Data were collected through 306 questionnaires and analyzed using SPSS 26.0, applying factor analysis, correlation analysis, and regression analysis to test the theoretical model and hypotheses. The results reveal that strengthening regional brand awareness, brand image, and pricing strategies significantly enhances consumer perceived value and trust, which in turn positively influence purchase intention. These findings provide actionable guidance for improving branding strategies and increasing global market competitiveness, offering valuable insights for promoting Pu'er Coffee as a distinctive regional brand and supporting its sustainable development.
KW - Pu'er Coffee;Regional Brand Recognition;Perceived Value;Perceived Trust;Purchase Intention
DO - 10.21186/IPR.2025.10.1.277
ER -
Shuyi Gao and Giyoung Chung. (2025). The Influence of Regional Brand Cognition on Consumers' Purchase Intention - Take Pu'er Coffee as an Example -. Industry Promotion Research, 10(1), 277-290.
Shuyi Gao and Giyoung Chung. 2025, "The Influence of Regional Brand Cognition on Consumers' Purchase Intention - Take Pu'er Coffee as an Example -", Industry Promotion Research, vol.10, no.1 pp.277-290. Available from: doi:10.21186/IPR.2025.10.1.277
Shuyi Gao, Giyoung Chung "The Influence of Regional Brand Cognition on Consumers' Purchase Intention - Take Pu'er Coffee as an Example -" Industry Promotion Research 10.1 pp.277-290 (2025) : 277.
Shuyi Gao, Giyoung Chung. The Influence of Regional Brand Cognition on Consumers' Purchase Intention - Take Pu'er Coffee as an Example -. 2025; 10(1), 277-290. Available from: doi:10.21186/IPR.2025.10.1.277
Shuyi Gao and Giyoung Chung. "The Influence of Regional Brand Cognition on Consumers' Purchase Intention - Take Pu'er Coffee as an Example -" Industry Promotion Research 10, no.1 (2025) : 277-290.doi: 10.21186/IPR.2025.10.1.277
Shuyi Gao; Giyoung Chung. The Influence of Regional Brand Cognition on Consumers' Purchase Intention - Take Pu'er Coffee as an Example -. Industry Promotion Research, 10(1), 277-290. doi: 10.21186/IPR.2025.10.1.277
Shuyi Gao; Giyoung Chung. The Influence of Regional Brand Cognition on Consumers' Purchase Intention - Take Pu'er Coffee as an Example -. Industry Promotion Research. 2025; 10(1) 277-290. doi: 10.21186/IPR.2025.10.1.277
Shuyi Gao, Giyoung Chung. The Influence of Regional Brand Cognition on Consumers' Purchase Intention - Take Pu'er Coffee as an Example -. 2025; 10(1), 277-290. Available from: doi:10.21186/IPR.2025.10.1.277
Shuyi Gao and Giyoung Chung. "The Influence of Regional Brand Cognition on Consumers' Purchase Intention - Take Pu'er Coffee as an Example -" Industry Promotion Research 10, no.1 (2025) : 277-290.doi: 10.21186/IPR.2025.10.1.277
