Effect Of Regional Brand Image On Consumer Cognition,attitude And Purchase Intent And The Difference

As a new economic phenomenon,the Industrial cluster has obvious advantage in the competition of the promoting local economic development.In order to promote industrial cluster upgrade and increase intangible assets,the implement of cluster brand strategy and building a good image for these brands has been an important method in the competition.Therefore,it has been a research focus about cluster brand in the academic and local managers.The majority of scholars from the macro and micro perspective, issues related to cluster brand effect and Study on the factors influencing etc..With the attention of academic circles on the cluster brand effect is gradually warming,some scholars started from the micro angle method more deeply into the cluster brand influence on consumer behavior through empirical analysis.This research is based on the country of origin theory, to explore the cluster brand image influence on consumers' cognition, attitude, purchase intention, and regulates the product categories in the impact of the process.Select the fast moving consumer goods and durable consumer goods: Huhehaote milk and Qingdao home appliances two major clusters brand for the sample of 240 online consumers paid survey, using structural equation and the regression analysis method to verify hypotheses, the results show that the cluster brand image has significant influence on consumer cognition, attitude and purchase intention;Effect of clusters brand image on the existence of the three difference, namely on the cognitive effects of maximum, minimum impact on purchase intention, centered impact on attitudes; inspection regulation effect on product categories with respect to the display of durable consumer goods, regulation effect of fast moving consumer goods in this process plays a greater.So,this is conclusion:the clustering image will influence the consumers' evaluation for these brands.And this will affect the consumers' buying decision.Different type cluster brand has a different effect to consumers,so the regional government and enterprises should adopt varying strategy.The conclusion of the paper can be a theoretical reference for building good cluster's intangible assents and implementing of cluster brand strategy.