An Empirical Study On The Influence Of Geographical Brand Image For The Company Brand Image

With the developpment of economic globalization, enterprises, regionalcompetition. Each organization in order to win in the competition, more and moreattention to their differences, how to talent showing itself in the competition hasbecome an important issue. Create uncertainly imitable competitive advantagebecome the object to research organizations, so the area with their geographicaladvantage to build brand and enhance the competitiveness of regional geography,product. Geographical brand research looking at home and abroad can be drawn: theabroad study, most of the geographical brand within the law, as a geographicalindication; but in China, study on geographical brand is still in the initial stage, only afew domestic scholars to study it, the research direction is gradually geographicalindications in the legal field direction as the field of marketing of geographical branddirection change.Based on the review and analysis of relevant literature on geographical brand andcompany brand and so on, from the consumer point of view, the geographical brandimage as the dependent variable, the company brand image as the dependent variable,consumer cognition as intermediary variables, constructs the conceptual model ofgeographical brand image for the company brand image effect. This paper usesexperimental method to collect data, using factor analysis, regression analysis andother statistical methods to test the hypothesis, draw the following conclusions:geographical brand influence positive consumer cognition, consumer cognition andbrand image correlation, geographical brand by consumers cognitive effects ofcorporate brand image and consumer cognition, intermediary role is significant.This paper has the following three innovations:1. From the perspective of marketing to research the geographical brand;2. Conjstruct the theoretical framework of the geographical brand to the company brand;3. Construct the dimension and scale of the Changbai Mountain mineral watergeographical brand image.The results of this study can enrich our geographical brand image theory, and toprovide a theoretical basis for the development of Changbai Mountain mineral waterindustry.