An Empirical Research On The Effect Of Cluster Brand Under Multiple Clues Conditions

At present, the research of cluster brand in China is mostly from the macro perspective, such as the formation mechanism of cluster brand, the cultivation of cluster brand and the promotion of regional economy. Study on the cluster brand based on the macro level for the government to manage cluster brand provides reference for many, but this did not give within regional clusters of enterprises how to use the cluster brand effect to upgrade their products or brand image and improve the credibility, reputation and market share provides much revelation. Therefore, the research on the effect of the cluster brand based on the micro level is more important, and it can provide guidance for enterprises to develop the cluster brand strategy.There are obvious shortcomings of cluster brand micro perspective at this stage of the domestic environment, because these studies are mostly from the single cue point of view to study the cluster brand effect. Single cable under the condition of the cluster brand effect of existing defects in two aspects:(1) research may exist in the process “the experimental effect”;(2) one-way cable the actual conditions of cluster brand effect research and consumer buying behavior there is a gap. Based on the above analysis, this paper will study the cluster brand effect under the condition of multiple clues as the research topic of this paper.This choice of cluster brand domestic representative(dairy industry cluster brand-- "the milk capital of china") as the research object. In order to successfully explore the cluster brand effect under the condition of multiple clues, this paper made a systematic review of the effect of country of origin and brand cluster effect theory; secondly, the main products using focus group discussion method. The impact of consumer purchase decisions clues, combined with the country of origin effect, cluster brand theory established research hypothesis, research model; in the data collection stage, according to the above identified clues generating a lot of "analog products", these "analog products" by the "labels" to show consumers, after watching the "labels" will fill in the questionnaire; in the data processing, this paper uses spss20.0 to calculate the variance analysis questionnaire the data module, to validate the hypothesis; finally, according to the empirical results, draw conclusions, and put forward the corresponding The theory, points out the research limitations and future research directions.The conclusions of this paper are as follows:(1) the cluster brand has a significant impact on consumers’ cognition, attitude and purchase intention under the condition of single clue,This conclusion is still remarkable under the condition of multiple cues.(2) there are interaction effects between brand cues and other products. Cluster brand and product brand, cluster brand and product price, together significantly affect the consumer’s cognition, attitude and purchase intention.Therefore, enterprises in the formulation of the product marketing strategy to attach importance to the use of the cluster brand strategy: active use of cluster brand effect to enhance the consumer of the product evaluation and purchase intention; attach importance to the interactive effect between cluster brand and brand awareness, product prices and other clues,make them affect consumer awareness of the product and evaluation with coordination.