Development and Test of Measuring Scale of Famous-brand Cluster Effects--Study on Famous-brand Cluster Effects Based on Cluster Brands

摘要

The cluster and its effects of many famous brands within the cluster play an important part during cluster brand formation. The paper intends to explore the effects on cluster brand formation of famousbrand cluster from the angle of cluster brands, and develop a set of quantitative measuring scale. The paper generalizes the famous-brand cluster effects during cluster brand formation as four key dimensions: centralization and diffuseness effects, collaboration and competition effects, according to the literature study and the results of deeply interviews. Simplification has been done by pre-test, pilot test and questionnaire etc. The results of empirical analysis show that the measuring scale we developed has better reliability and validity.