Can branding construction promote the development of new quality productivity in agricultural enterprises?

A comprehensive exploration of the development trends and influencing factors of new quality productivity in agricultural enterprises is crucial for advancing agricultural modernization and achieving the strategic goals of rural revitalization. Based on micro-level data from listed agricultural enterprises in China between 2007 and 2023, this paper empirically analyzes the impact of branding construction on the new quality productivity of agricultural enterprises and its mechanisms. The findings indicate that branding construction contributes to enhancing the new quality productivity in agricultural enterprises. The mechanism analysis reveals that branding construction enhances new quality productivity through two main paths: "trust consolidation" and "collaborative innovation". Moderating effect analysis shows that increased environmental uncertainty weakens the positive impact of branding construction on the new quality productivity of agricultural enterprises, while greater market competition strengthens this positive effect. Heterogeneity analysis suggests that the impact of branding construction on new quality productivity is more pronounced in large-scale agricultural enterprises, state-owned agricultural enterprises, and regions with a favorable business environment. To promote branding construction in agricultural enterprises, the government should strengthen the strategic importance of branding, deepen the industry-university-research cooperation mechanism, enhance financial support, and implement differentiated policies to improve agricultural enterprises' awareness and implementation capacity regarding branding construction.