The Effect Of The Country-of-Origin Image On The Cluster Brand Equit ——A Case Study Of Of Guangzhou Cultural Industry

With the in-depth development of industrial clusters and regional economy,more and more cluster brands enter into the vision of consumers,and consumers are facing more choices and worries than before.In the case of information asymmetry,the external clue of country-of-origin image（COOI）will give consumers hints of products and quality,affect consumers’ cognition and association of the cluster brand awareness,reputation,growth,innovation and competitiveness,that is to say,it will affect the development of the cluster brand assets.At the same time,the breadth and depth of the relationship between consumers and brands is an important source of cluster brand equity.Therefore,in order to retain more consumers,the government and cluster enterprises pay more and more attention to the construction of cluster brand and the emotion of consumers.However,the existing literature is lack of empirical research on how the image of origin affects the cluster brand equity.In response to this problem,this paper builds a research model,specifically taking the Guangzhou cultural industry as an example,combined with actual methods such as in-depth interviews and questionnaire surveys,to deeply study the impact of the COOI on the cluster brand equity.At the same time,the BRQ is selected as an intermed iar y variable,and the influence path between the three is discussed further from the perspective of relationship.The results show that the COOI and the have a positive effect on the cluster brand equity,the COOI has a positive effect on the BRQ,the BRQ has a positive effect on the cluster brand equity,and the BRQ plays an intermed iar y role on the COOI and the cluster brand equity.Finally,according to the results of empirical research,this paper puts forward some suggestions for local governments and enterprises to improve the cluster brand equity.We should give full play to the positive role of the COOI in the development of cluster brand equity,and also pay attention to the "booster" role of the quality of emotional relationship between consumer and brand in the process of significa nt ly positive impact of the COOI on cluster brand equity.