Based on the survey data of 379 farmers in Hubei province,this paper,from the cognitive perspective of farmers,analyzes the spillover effect of well-known brands in agricultural materials retailing stores on other agricultural materials and moderating effect of different promotions.The results shows that farmer’s perception of well-known agricultural materials brand (brand awareness and loyalty) will affect spillover effect of agricultural materials brand (mainly embodied in recommending force,reputation force of the store,and other products’ reputation force and patronage).As for moderating effect,credit sales positively moderate the influencing process while price discount doesn’t.Therefore,this paper proposes several suggestions.First,agricultural materials retailers may increase the total sales or sales through optimizing product mix and timely and right promotion methods; second,well-known agricultural materials brand retailers should use “attractive effect” and avoid “effect of dilution” to ensure the loyality of retailer and customer; third,weak agricultural materials brand manufacturers should improve the influence of their products and sales through attaching themselves to other famous brand products.