Management Review

›› 2018, Vol. 30 ›› Issue (3): 102-113.

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Impact of Corporate Brand Roots Appeal on Purchase Intention: Mediating Effect of Perceived Authenticity of Cluster Brand

Yang Hailong1,2, Guo Guoqing1,3, Chen Fengchao1   

  1. 1. School of Business, Renmin University of China, Beijing 100872;
    2. School of Business, Suzhou University, Suzhou 234000;
    3. Institute of E-commerce and E-government, Wisdom City Research Center, Hangzhou Dianzi University, Hangzhou 310018
  • Received:2017-03-03 Online:2018-03-28 Published:2018-03-26

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Abstract:

The mechanism of how corporate brand influences cluster brand is seldom explored. Based on the theory of authenticity, this paper concludes that in the circumstance of special industrial, the perceived authenticity of industrial brand consists of two major dimensions:continuity and symbolism. What's more, based on the mediating effect of perceived authenticity of cluster brand, this paper constructs and tests the model of effect of corporate bands' roots appeal on cluster brands' purchase intention, as well as the moderatng effect of enterprise type and length of residence time. The results indicate that the mediating effect of perceived authenticity of cluster brand is composed of two paths of continuity and symbolism. Specifically, compared with traditional brand, the new entered brands' roots appeal shows greater effect on the dimension of symbolism, and while longer residence time strengthens the effect of continuity dimension, shorter residence time strengthens the effect of symbolism dimension. The findings of this paper extend the theory of interactive relationship between corporate brand and cluster brand. The significance of the cluster value for communication style of corporate brands' true appeal is thus supported. Furthermore, this paper also provides evidence of comparative advantage in symbolism dimension of perceived authenticity of cluster brand for the late-entrant corporate competitors.

Key words: special industrial cluster, corporate brand, roots appeal, perceived authenticity of brand, purchase intention of cluster brand