An Empirical Study on the Influence upon Geographical Brand Characteristics to Behavioral Intentions- Word-of-mouth information to adjust the variable

Authors

Sun Lihui, School of Culture Management, Jilin Animation Institute, Changchun, 130012, China
Bao Yiping, International Cooperation and Exchange Center, Jilin Animation Institute, Changchun, 130012, China
Meng Qingyao, Business Administration, Jilin University of Finance and Economics, Changchun, 130117, China

Abstract

From the perspective of consumers, taking "Changbai Mountain Ginseng" as an example, the paper has proved the influences of geographical brand image on consumers’ behaviors. And further more, it has confirmed the significant adjustment function of WOM information on the relationship between geographical brand image and consumers’ behavioral intentions. The conclusion of the study can provide rationale for enterprises, government, and industry association to implement geographical brand strategy and to shape geographical brand image.

Recommended Citation

Lihui, Sun; Yiping, Bao; and Qingyao, Meng, "An Empirical Study on the Influence upon Geographical Brand Characteristics to Behavioral Intentions- Word-of-mouth information to adjust the variable" (2013). WHICEB 2013 Proceedings. 76.
https://aisel.aisnet.org/whiceb2013/76