Research On Industrial Cluster Brand Effect Based On Customers’ Perspective

In recent years, industrial clusters play an increasingly important role in economic development in the region and abroad. These clusters, many of which are familiar to us. Foreign mature industry cluster, such as Hollywood Entertainment Industry and Silicon Valley High-tech Electronics Industry in American; Lombardy"s Textile and Garment Industry in Italy; Yokohama’s Auto Industry in Japan and so on. Though the development of domestic clusters are later than abroad, domestic industry clusters such as Haining Leather, Zhuji Datang Socks, and Qingdao Home Appliance are booming. In the global economy, industrial clusters in the region and abroad compete fiercely, so the role of brand in the competition is increasingly important. From a brand perspective, industrial cluster brand is usually shown by the combination like "place name plus industry name". And if this combination produces an unique meaning and association in the mind of consumers, it can be seen as a whole cluster brand, which we call industrial cluster brand.However, current research on regional brand is more than industry cluster brand in foreign countries. Compared to foreign research, domestic scholars have more research. But domestic researchers often equivalent industrial cluster brand to the industry in a specific region. Although both use the same name, the object it refers is different. Besides, when domestic scholars conduct research on industry cluster brand, they mostly stay at the macro and theoretical level, but not micro-level and empirical level.Thus, after finishing summarizing and organizing literature of industrial cluster brand, we first redefine the concept of industrial cluster brand. Then, we determine to stay at the micro level, and select "Hangzhou femal clothes" and "Wenzhou femal clothes" as a contrast to explore whether the industrial and non-industrial cluster brand perform differently in customers’ mind. The difference is mainly obtained through qualitative group interviews, which includes two parts, one is freedom of association by interviews, the other is association by prompting. After the difference between the industrial and non-industrial cluster brand is confirmed, we finally study the factors of industrial cluster brand effect. The hypotheses, based on general brand theory such as perceived quality, brand association, and product knowledge, are tested through questionnaire design, small sample test, large sample collection and data analysis, correlation analysis, regression analysis and adjusting effects test.Conclusions are as follows:Industrial cluster brand, called cluster brand simply, is defined as a name or symbol related to industrial cluster in a certain area, it becoms meaningful when producing unique significance and clear identify, which is distinguished among other peer industrial clusters by customers. Between cluster brand and non-cluster brand, there exactly exists different significant cognitive, no matter in association numbers, association complication, or in cognitive quality. Perceived quality has a positive impact on cluster brand, and compared to extrinsic perceived quality, intrinsic perceived quality influences more obviously. Brand association has an active effect on cluster brand. And the more product attributes association customers produce, the stonger cluster brand effect is; brand association also has a positive impact on cluster brand effect, cluster brand effect will be improved if brand association increases; the richer brand attribute association, the more obvious cluster brand effect; with the strength of market performance association, cluster brand effect will become more apparent. Product knowledge has partial adjustment affect during the process that perceived quality influence cluster brand effect, while in the process that brand association influence cluster brand effect, product knowledge tends not to have adjustment affect.According to research findings, this paper gives following proposals which target industrial cluster brand building:Firstly, in order to improve cluster brand recognition, the cluster relevant authorities should be conscious of strengthening the design and display of cluster brand name or logo;Secondly, hence industry clusters’self-management and administration, so can the quality levels and quality reputation of the entire industry cluster be improved;Thirdly, carry out fairs about cluster brand to increase the familiarity of relevant groups: At Last, strengthen research support of clusters, provide exchange or learning platform, and at the same time, use the power of industry and government to improve the publicity and promotion of cluster brand, which will help building rich and meaningful association in the mind of customers.