Effect Of Regional Brand Image On Consumer Cognition, Attitude And Purchase Intention: Single Clue Perspective

As the trend of economic globalization continues to be strengthened, many countries and regions in the fierce competition and developmentgradually formed industry cluster.In the process of development and improvement, some clusterswhich have good industrial foundation, large scale and powerful economic strengthform a high reputation, there come to be the regional brand, and increasingly become the core strength of regional economic development, it also played a crucial role in the expandingthe production scale of area or enterprise and improving the economic benefit. The theory and development of regional brand corresponding get more and more attention of many scholars.At present, the study angle of the regional brand is single, scholars study the regional brand only from the angle of regional economic development, the government and the enterprise cluster. this article explore the effect of regional brand image on consumer cognition, attitude and purchase intention from single clue perspectiveand the micro perspective, based on the theory of country of origin.This research adopts post test-only control group design of four different regional brands.The experimental group selected the Inner Mongolia dairy, changbai mountain ginseng, jingdezhen porcelain and Qingdao home appliance, the control group select the corresponding product of virtual origin, the study selected the students and MBA students of the jilin university of finance and economics as subjects, and adopt the way of playing slides to do the experiments, thenlet them fill in the questionnaire. After finishing the questionnaire and data analysis there come to the conclusion:regional brand image have COO effect. Different regional brand have different influence on consumers' cognition,attitude and purchase intention. The �relying on� style and �coverage� style regional brand of FMCG, �coverage� style regional brand of durable goods have significant effect on consumers' cognition,attitude and purchase intention except �relying on� style regional brand of durable goods. It means regional brand of different types should adopt different development mode to format a good regional brand image.