The Beingness And Otherness Of The Regional Brand Image Based On Industrial Cluster

In recent years,the rapid development of industrial cluster in Guangdong,Zhejiang,Fujian, Qingdao, and other places in China promote the local economicdevelopment. With the development and improvement of industry cluster, theindustry cluster which in a relatively large scale and strength formed the highvisibility and reputation, and which lead the cluster brand emerged.The cluster brandhas public brand effect, develop the regional industry, promote industrial upgrading,and improve the regional competitiveness, therefore, is becoming more and moreattention by local governments, which has become an important topic of the academictheory research.At present, the academia of cluster brand research mainly from the followingseveral aspects: the definition and characteristics of the cluster brand; The formationof cluster brand path and the influence factors; sharing the enterprise brand in the areaof cluster brand under the condition of convergence and the countermeasures. Thesestudies are conducted from the macroscopic Angle, explores the cluster brand to thelocal economy, the influence of the industry. This article obtains from themicrocosmic perspective, the perspective of consumers, to explore the cluster brandimage influence on consumer cognition, attitude and purchase intention of existence,and the size of this effect. Research from the perspective of consumer cluster brandimage, help to understand the cluster from the terminal brand image, help enterprise,industry association and the government to improve cluster brand image, deepen thecluster brand image for consumers, set up the brand loyalty of consumersThis article first to the industrial cluster brand, cluster brand, brand, country oforigin/countries and consumer cognition, attitude and purchase intention of papersummarizes relevant literature, reference/countries of origin of related theory, fromthe perspective of the consumer the existence of cluster brand image and differences.Choice of Inner Mongolia dairy clusters as the research object, this is because theInner Mongolia dairy clusters to develop relatively perfect, cluster brand has been known to the public, as the research object, a representative sample.This study use experimental method, respectively on before accept the clusterbrand to stimulate consumer cognition, attitudes and purchase intentions andreceiving cluster brand after the stimulus measure consumer cognition, attitude andpurchase intention. Measurement results with SPSS Statistics software19wereanalyzed, and through two paired sample t test and regression analysis, the hypothesistest is proposed.Research conclusions are as follows: the cluster brand image and consumercognition is associated; The cluster brand image is related to impact on consumerattitudes; Clusters are related to influence brand image on consumer purchaseintention; Cluster brand image had the greatest influence on consumer cognition,minimum impact on consumer purchase intention, impact on consumer attitudescentered. The conclusion of this study presented a study from consumer terminalclusters brand new ideas. In this paper, the research conclusion can provideenterprises, industry associations and government to build effective cluster brandimage.