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Academic Journal of Business & Management, 2023, 5(3); doi: 10.25236/AJBM.2023.050314.

Research on Regional Public Brand Dissemination in Taigu Huping Jujube under the Theory of Innovation Diffusion


Yujie Luan, Junde Han

Corresponding Author:
Junde Han

Tianjin Agricultural University, Tianjin, 300384, China


The research on brand construction of agricultural products is gradually rising. This paper takes the regional public brand of Taigu Huping Jujube as the research object, based on the theory of innovation diffusion, explores the innovation diffusion characteristics of Taigu Huping Jujube, and proves that they are compatible. From the perspective of communicator, receiver, communication channel and decision-making, the problems existing in the dissemination of Taigu Huping jujube brand are discovered. Finally, from the perspective of communicators, combined with the actual dissemination situation of Taigu Huping Jujube, on the basis of innovative diffusion development model, it is integrated into four stages: Cognitive positioning, Persuasion and satisfaction, Decision, and Re-diffusion, so as to promote brand communication and promote the development of local economy. 


Innovation diffusion theory, Taigu Huping Jujube, Brand dissemination

Cite This Paper

Yujie Luan, Junde Han. Research on Regional Public Brand Dissemination in Taigu Huping Jujube under the Theory of Innovation Diffusion. Academic Journal of Business & Management (2023) Vol. 5, Issue 3: 93-98. https://doi.org/10.25236/AJBM.2023.050314.


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