Perceived value and brand loyalty in China’s tea industry: evidence from the S-O-R framework

In the context of China’s Rural Revitalization Strategy, developing strong agricultural brands has become a key mechanism to support rural industrial upgrading and farmers’ income growth. This study investigates how different dimensions of customer perceived value, namely functional value, economic value, and social value, influence brand loyalty in the tea industry, which plays a vital role in rural economies. Grounded in the Stimulus-Organism-Response (S-O-R) framework, this research focuses on the direct effects of these value dimensions on consumer loyalty. A total of 408 valid responses were collected from tea consumers in China through an online survey. Structural equation modelling was conducted using SmartPLS 4.0. The findings reveal that all three perceived value dimensions significantly predict brand loyalty, with economic value exerting the strongest influence. The study provides theoretical insights into value-based loyalty formation and offers practical implications for building sustainable rural origin brands aligned with China’s rural development goals.