Moderator Of Place Brand Effect:Empirical Research Of Familiarity, Involvement And Brand Level

Industrial development and regional competitiveness have become a matter of concern. More and more industries tend to gather together. All enterprises can share a regional brand in a large area. In recent years, scholars have tried to study this area, exploring regional brand influence on consumer behavior.Majority of domestic and foreignscholars are starting fromthe definition of place brand. Scholars have given different interpretations. But so far, there has not yet formed a unified and generally accepted definition. Empirical research can be retrieved article is scarce.Research on the country of origin effect theory has been very mature in foreign countries, the paper will use the effect of brand image on consumers in different countries to study different place brand images of our country. In the presence of the existence of the brand and its influencing factors having been proven, this article discusses theregulating role of consumer product familiarity and product involvement degree in the effect of place branding image on consumercognition, attitude and purchase intention, based on thetheory of country of origin. By reading the relevant literature onplace brand and country of origin from home and abroad, this study proposes theoretical model and research hypotheses. After considering various factors, this paper selecteddomestic representative nondurable regional brand "China milk "-Hohhot milk, ginseng town- Changbai Mountain Ginseng,anddurable regional brand "Chinese porcelain"- Jingdezhen as survey samples.Use online questionnaires to measure consumers’ decisions. And use hierarchical regression analysis methods to verify the research hypothesis. The results show that face to samples of different products, regulation of the degree of familiarity and involvement played showing a different way. For milk products, the familiarity and involvement play a positive role in regulating the role of place brand on consumers’ purchasing decisions; for china products, the familiarity play a positive role in regulating the role of place brand on consumers’ purchasing decisions, involvement does not play a regulatory role.Respect to no well-known brands in the region,when there are well-known brands in the region, place brand image has a lesser affect on consumers’ purchasing decisionsThe innovation in this paper is that this paper is an original topic, to study the theory of place brand based on the country of origin. The purpose is to verify in the process of influence of place brand image on consumer purchasing decisions, the regulatory role of consumer product familiarity and involvement. It is a complementary to the place brand research content.