Abstract Improving the value of regional public brand of agricultural products is an important way to improve the competitiveness of agricultural products and achieve revitalization and high-quality development of agriculture. Based on the theoretical analysis of the relationship among the minimum quality standard, the number of brand members and the value of regional public brand of agricultural products, this paper selects panel data of China agricultural regional brand and uses a simultaneous equation model to conduct an empirical test on the effect of minimum quality standard and the number of brand members on the value of regional public brand of agricultural products, and the threshold regression model is further applied to test the threshold features of minimum quality standard on the value of regional public brands. The results are as follows: Firstly, the relationship between the minimum quality standard and the number of brand members is a positive U-shaped curve. With the improvement of the minimum quality standard, the number of brand members decreases at first by the cost effect, and then increases by the reputation effect. Secondly, the relationship between the number of brand members and the value of regional public brand of agricultural products presents an inverted U-shaped curve, that is, with the increase of the number of brand members, the regional public brand value of agricultural products increases at first and then decreases, which changes from agglomeration effect to crowding effect. Finally, there is a double threshold for the impact of minimum quality standards on the value of regional public brand of agricultural products. As the minimum quality standard changes from low to high, it will have a suppressing and then promoting effect on the value of regional public brands of agricultural products.
DONG Yinguo,QIAN Weiwen. Minimum Quality Standard, Number of Brand Members and Value of Regional Public Brand of Agricultural Products. Economic Survey, 2022, 39(1): 036.
2022, Vol. 39 
