集群品牌真实性与顾客忠诚关系实证研究——基于品牌信任的中介作用

Research on the Relationship between the Cluster Brand Authenticity and Customer Loyalty——Based on the Mediating Role of Brand Trust

集群品牌是保持产业集群的可持续发展和促进经济发展的重要手段,然而目前集群品牌却存在诸如不能反映品牌核心价值、个性模糊等问题,制约其进一步发展。该研究以此为出发点,通过引入品牌真实性理论,以浙江临安山核桃农业集群品牌为例,对集群品牌的真实性问题进行了调研,通过线性回归和结构方程分析了集群品牌真实性、品牌信任及顾客忠诚的作用机理。

Cluster brand is an important means to maintain the sustainable development of industrial cluster and promote economic development. However, questions such as cannot reflect the brand core value, the individuality fuzzy and so on of the cluster brand restrict it further to develop. This paper takes Zhejiang Linan pecan agricultural cluster brand as an example to study the truthfulness of cluster brand by introducing the brand authenticity theory, and analyzes the cluster brand authenticity, brand trust and customer loyalty mechanism.