In-depth exploration of the impact of consumer cognition and emotion of regional brand of agricultural products on brand loyalty and brand development is a fundamental research topic in the field of regional brand research.Based on the systematic review of relevant research literatures at home and abroad and in-depth exchanges with experts in related fields,the ABC attitude model theory is used as the basic theoretical model,and the empirically obtained data is used to explore the influence of consumer cognition and emotion on brand loyalty.The empirical research results show that consumer cognition indirectly affects brand loyalty by influencing consumer emotion,and consumer emotion plays a full intermediary role.The practical revelation of the research conclusions is that agricultural products enterprises must satisfy the emotional needs of consumersactual purchases.The research results are of great significance for re-recognizing the relationship between regional brands and consumers of agricultural products,rational consideration of product companies and formulating effective marketing strategies.