The Effect Of Cultural Identity And Regional Brand Resonance On Consumer Purchase Intention

In recent years, with the widely study of place brand and place branding, manyscholars study regional brand and its equity in the perspective of regional marketing，and it is becoming a hot topic. In the past, the majority studies of regional brand andits equity are emphasizing on the definition and the relationship with cooperate brand,industrial clusters, and its formation mechanism, value evaluation, the impact onindustrial economy. But the study of consumer behavior is still lacking. In addition,marketing theory has stated that culture is the most fundamental determinants ofhuman’s desire and behaviors and regional culture gradually becomes the value of thepeople in the region. Moreover, the core competitiveness of a region may form fromregional culture. Currently, the study of culture identity mostly from its content,nature, role, function and formation mechanism, as well as its impact on culturaltransmission, economy and education. However, the exploration of consumerbehavior is still scarce， especially consumer-based brand equity is very lacking.Meanwhile, brand resonance as the highest stage of brand equity, the study of therelationship between brand resonance and consumer behavior, and make culturalidentity as the antecedent of brand equity are still blank areas.Therefore, this study collected the related research of cultural identity andregional brand resonance, and explored the relationship with consumer. In thecategory of regional brand, we introduced the concept of product involvement, anduse it as a moderating variable between cultural identity and regional brand resonance.So this study aims to understand the impact of cultural identity, regional brandresonance, product involvement and consumer purchase intention in different regionalbrand types. To see whether the degree of consumer’s cultural identity to a region willhave influence on brand resonance and purchase intention, in order to providereferences for the building and development of regional brand.This study divides regional brand into four types, and empirically study theimpact mechanism of cultural identity and regional brand resonance to consumerbehavior，as well as the moderating role of product involvement. The study finds thatcultural identity and regional resonance have a positive impact on purchase intention,and product involvement has moderating role between cultural identity and regionalbrand resonance。But for different types of regional brand, the impact varies widely.The explanation power of “relying on” style regional brand is higher than “coverage”style regional brand. Furthermore, the impact of different level of productinvolvement on the same style of cluster brand has little difference.However, there are still many shortcomings in this study. The future researchescould make deep studies against the limitations to improve the practical implicationsand value.