This study investigates the formation mechanism of brand loyalty (BL) for Agricultural Regional Brands (ARBs), focusing on the interplay between multidimensional perceived value (functional [FV], emotional [EV], social [SV]) and regional identity (RI). Using survey data from 312 consumers of Wuchang Rice (a flagship Chinese ARB), structural equation modeling (SEM) reveals: (1) FV (? = 0.15, p < 0.01) and EV (? = 0.19, p < 0.001) directly enhance BL, while SV exhibits no significant direct effect; (2) RI exerts a strong positive direct effect on BL (? = 0.49, p < 0.001); (3) FV, EV, and SV all positively influence RI (? = 0.18, 0.42, 0.25; p < 0.01); and (4) RI mediates the relationships between perceived value dimensions and BL—partial mediation for FV-BL (indirect ? = 0.09) and EV-BL (indirect ? = 0.21), and full mediation for SV-BL (indirect ? = 0.12). The findings demonstrate RI’s critical role as both a direct driver and mediator of ARB loyalty, with EV emerging as the strongest antecedent of RI. This research advances ARB theory by integrating multidimensional value and place-based identity, offering managers actionable insights for fostering sustainable loyalty through value positioning and regional affinity cultivation.
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