The institutionalized signaling path to consumer loyalty: dual-path moderators in “standard + certification” regional quality brands

Purpose Product quality is a critical foundation for brand competitiveness. Distinct from traditional regional brands, regional quality brands, characterized by an institutionalized ‘standards + certification’ model, reconfigure the pathways for cultivating consumer trust and loyalty. This study examines the psychological pathways through which consumers' perceived institutional assurance fosters institution-based brand trust and drives loyalty, while investigating the moderating effects of government support and consumer regulatory focus within this framework. Design/methodology/approach Data were collected as part of a government research project focusing on consumers who had purchased products from the “Zhejiang Manufacturing” regional quality brand. AMOS structural equation modeling (SEM) was used to test the hypotheses. Findings The results indicate that brand perception influences consumer loyalty both directly and indirectly through brand trust. Additionally, government support moderates the relationship between brand perception and brand trust, whereas prevention focus strengthens this relationship. Originality/value This study develops and validates an institutionalized signaling mechanism unique to the ‘standard + certification’ regional quality brand model, a distinct departure from traditional regional branding. We propose an integrated framework demonstrating how macro-level institutional factors and micro-level psychological traits jointly forge institution-based trust and loyalty.