基于消费者视角的集群品牌有效性三阶段实验研究

A Three-stage Experimental Study on the Effectiveness of Cluster Brands Based on Consumer Perspective

因研究视角和方法不同,对集群品牌有效性的结论迥异。该文使用三阶段实验法,选择温州中国鞋都和晋江中国鞋都为集群品牌的典型,以集群品牌产品的目标消费者为实验对象,以认知质量和购买意愿为评价指标,检验了集群品牌的有效性。研究发现,真正的集群品牌,对消费者的产品质量认知和购买意愿都有显著的正面影响。同时发现,消费者仅仅知晓集群品牌名称,不真正了解集群品牌,那么集群品牌对产品质量认知和购买意愿可能没有显著影响。文章认为这不是集群品牌无效性的证据,恰恰是集群品牌建设尚未成功的标志,提示集群品牌创建负有责任的相关机构和人员,要更加努力地去强化集群品牌建设。

Different research perspectives and methods lead to different conclusions about the effectiveness of cluster brands. This paper used the three-stage tests, selected ＂Wenzhou China shoes capital and Jinjiang China shoes capital＂ as typical cluster brands, took target consumers of cluster brand products as the subjects, and adopted perceived quality and purchase intent as evaluation indexes, to test the effectiveness of cluster brands. The study shows that： the real cluster brands do have positive effects on the consumers~ perceived quality and purchase intent. It is also found that consumers only know the cluster brand name with little knowledge of the cluster brand, the cluster brand may have not significant impacts on perceived quality of products and purchase intent. The authors argued that this is not the evidence of invalidity of the cluster brand, and it is the signal that the cluster brand building has not really succeeded, which suggests relevant institutions and personnel responsible for cluster brand creation should try much more to strengthen the cluster brand building.