An Empirical Study On The Influence Upon Geographical Brand Characteristics To Behavioral Intentions

The ancient china gestate a lot of geographical brands, which have been used forquite a long period as "producing area name+product name" such as ginseng inchangbai mountain, xinyang maojian tea, jujube in cangzhou, pingyao beaf, yantaiapple and weifang kite,etc. They obtain widely approval because of the historicalsediment and the media promotion. With the increasingly intense brand competition,agricultural products also join in the rank. The best way for agricultural products to bebranding is using geographical brand as protective umbrella to mold brand image. Inrecent years, along with legal perfection wide approval about geographical indication,geography signs products become more and more, which boost geographical brand’sdevelopment. Take ginseng in changbai mountain for example, after registeringginseng in changbai mountain as certification mark by jilin ginseng businessassociation, the products rice in price quickly, accelerating the development of thelocal economy.In academic circles, research on geographical brand at present includes:definition and feature of geographical brand; judicial protection of original name andgeographical indication; regional competitive advantage brought by industrial clusterbased on geographic advantages; the tendency of rapprochement and co-operationbetween geographical brands and its solutions. These macro-studies research aboutgeographical band’s influence on the local industry and economy, but from the pointof view of consumes, this paper research on whether there exists geographical band’sinfluence on behavioral intentions and public praise’s modulating effect. This ishelpful to understand brand image from terminal. And also, it is helpful for companiesand government and industry associations to improve geographical band image and toconstruct beneficial public praise and finally establish brand loyalty, all these canimprove the ginseng industry and may bring extension of purchase.So according a review of geographical band and brand image and country of origin image, this paper establishes five dimensions of geographical band image,research on wether geographical band image have influence on behavioral intensions,and verify different kinds of public praise’ different regulation. The ginseng inchangbai mountain is a representative research object because that ginseng inchangbai mountain is a represent of who have the extreme good resources but don’tachieve good development. But because of the government’s attention, ginseng inchangbai mountain grow up very fast. In2010, ginseng in changbai mountain is listedin experimental unit as "homology of medicine and food", as ginseng entered in tofood industry, the research became more significant because its view of consumer andits guiding significance for the future of ginseng in changbai mountain.The research statistically analyzed with SPSS Statistics19, the conclusion are:there is influence from geographical band image to behavioral intensions; differentkinds of public praise have different regulation, the maximum is the regulation ofproduct attribute type, the second one is the experience-type, the minimum one is therecommendation-type. The paper provide a new thinking of geographical bandresearch, and provide a reference for companies and government and industryassociation to portray the geographical band image.