Cluster Brand, Leading Corporate Brand and Brand Development of Small and Medium Sized Enterprises

摘要

This paper applies the structural equation model to discuss the links between cluster brand, leading corporate brand and brand development of Chinese Small and Medium Sized Enterprises, and analyzes whether leading corporate brand can mediate the relationship between cluster brand and brand development of Small and Medium Sized Enterprises. The results of the research are as follows:(1) cluster brand had a significant and positive influence on brand development of Small and Medium Sized Enterprises;(2) cluster brand had a significant and positive effect on leading corporate brand;(3) leading corporate brand had a significant and positive influence on brand development of Small and Medium Sized Enterprises; and(4)cluster brand had a significant and positive effect on brand development of Small and Medium Sized Enterprises with leading corporate brand as a partial mediator