Comparative Research On The Effects Of Cluster-branding And Corporate-branding Image To Consumer Behavioral Intentions

As a special regional economic development organization, the industrial cluster with its unique advantages promotes the development of regional economy rapidly and healthy. At present, there have been a number of domestic and foreign industrial clusters with strong competitive advantage. And this phenomenon has also attracted the concern of academics. The research content of the industrial cluster is rather broad, and the subjects of the study have focused mainly on the causes of the cluster, type, economic performance and so on.With the formation and development of industrial clusters, cluster-branding becoming prominent gradually. As one member of the brand, the cluster-branding has the general nature of brand, which is unique and easy to be distinguished. Cluster-branding and corporate brand could change the psychology of consumer preferences, and influence their behavior, and then the consumers would tend to consume the products of the regional industry. And it can be able to provide favorable conditions for the development of industrial clusters.This article attempts to quantitative and quantitative methods to research on influence upon cluster-branding and corporate brand to consumer behavior intention from the consumer angle of view, and to build two theory frameworks .One relationship is the cluster-branding and consumer behavior intention, and the other is the corporate brand and consumer behavior intention .By empirical research, the paper has proved the cluster-branding image and corporate brand image lead the customers to produce a sense of trust. And also proved that there are different between corporate brand and cluster-branding on brand trust when the consumer involvement various. The article also verified that the corporate brand influence the consumer behavior intention by the establishment of brand trust relationships. At present, the research about the cluster-branding and corporate brand focused on the impact of the different subject, and ignored the image of cluster-branding and corporate brand of the impact on consumers. And the conclusion of study has certain limitation because that there are not strongly enough empirical research data. But this study filled the gaps about cluster-branding theory, and at the same time, it also provided the theoretical basis to the company which built brand relationships with customers by the cluster-branding and corporate brand effect. Study have shown that under certain conditions, the cluster-branding could enhance the position of the company in the minds of the consumers, which means that company could use the cluster-branding image as a leverage secondary to establish a good corporate image.