A Study On Mechanism Of Regional Brand Image To Corporate Brand Evaluation

Global trade without borders not only promote the cooperation and communication between countries,but also intensified regional competition.Since the 1960 's,the "country of origin" concept was introduced,the topic quickly attracted the attention of academics and research,this practice also provides a way to enhance the competitive advantage of enterprises.Along with the in-depth study,scholars depth research on the country of origin effects from more dimensions,such as country of manufacture,country of origin of brand.Studies have shown that the country of origin as an extrinsic cues,will have an impact on brand attitudes and purchase intentions of consumers.About the mechanism of action of country of origin image,the halo effect and summary effect proposed by Han(1989)is the most representative,this model become the important theoretical basis for the country of origin theory research.From the perspective of region of origin,This article is applies country of origin of between countries model to the study of regional brand image effect between domestic areas.This article studied the effect of regional brand image for the company brand evaluation.study the effects of regional brand image to Corporat brand evaluation by "Chinese milk" —Hohhot and "Chinese porcelain" —Jingdezhen.On the basis of previous literature review,This article constructed Halo model and summary model of regional brand image,while adding the purchase intention variable.To test the hypothesis by analyzing the correlation between variables and regression analysis,and to verify these two models by structural equation model,Finally conclusions indicate that two models fit better.Conclusions of this study are as follows:(1)when consumers are not familiar with the corporate brand,place brand produces an "endorsement" to corporate brand,and have a significant positive impact on have a significant positive impact on brand belief,brand attitude and purchase intention of consumer.(2)when consumers are hignly familiar with regional products,consumers will sum up product attributes as place brand image,which directly affects the consumer's attitudes and purchase intention.In light of these conclusions,companies can develop different brand strategy according to the brand awareness in the minds of consumers,making full use of halo effect of place brand image,thus affecting consumer purchase intention.Innovation of this paper is to test whether the impact of placel brand image on the brand in line with the halo effect and summary effect model,which is a beneficial exploration of mechanism of placel brand image,enriching the study of place brand areas,and has some theoretical innovation.