Does regional branding promote or inhibit dual innovation? An empirical study based on 298 agriculture-related enterprises in China

This paper explores the impact of regional branding on the dual innovation of agriculture-related enterprises (AREs). Based on data from 298 Chinese AREs, the study constructs a mediated moderation model. The results indicate that, first, the regional branding of AREs enhances their political legitimacy and market legitimacy, which in turn promote their exploratory and exploitative innovation. Second, government support positively moderates the effect of regional branding on AREs’ exploitative innovation. Third, government support increases the impact of regional branding on the exploratory innovation of AREs with a low industry status relative to AREs with a high industry status. This paper expands the application of institutional theory and provides suggestions on corporate decision-making on regional branding and dual innovation.