Impact of brand story types and consumers’ information appeal preferences on regional public attitudes toward agricultural products

Purpose The development of regional public brands for agricultural products necessitates compelling narratives that resonate deeply with consumers. Given the distinctiveness of agricultural products, consumers prioritize the inherent connection to roots and heritage when making purchasing decisions. Therefore, crafting brand narratives must emphasize this root appeal, namely, consumers’ information appeal preference, to positively influence consumers’ brand perceptions and underscore the value of regional public brands. This study investigates this phenomenon through the lens of cue utilization theory. Design/methodology/approach Four experiments were conducted for this purpose. Study 1 examined the stimulus materials for brand story type (typical vs atypical). The purpose of study 2 was to verify whether the experimental material could be used to categorize participants' information appeal preferences (geographic vs cultural). Study 3 employed a between-subjects design with a 2 (brand story: typical vs atypical) × 2 (consumers’ information appeal preferences: cultural vs geographic) factorial design. Study 4 used a between-subjects design of 2 (brand story: typical and atypical) × 2 (consumers’ information appeal preferences: cultural vs geographic) × 2 (culturally derived power perception: individual and social). Findings The findings indicated that the type of brand story and consumers’ information appeal preferences interact with consumers’ brand attitudes toward regional public brands for agricultural products. In addition, a sense of place was found to mediate the interaction between the type of brand story and consumers’ information appeal preferences. Furthermore, culturally derived power perceptions moderated this mechanism. Originality/value This study offers valuable insights into marketing regional public brands for agricultural products by categorizing their brand stories into typical and non-typical narratives.