Study on the Determinants of Agricultural Cluster Brand Development
ZHANG Yue-li1,LIU Feng2
1.College of Economic and Management,Zhejiang A&F University, Hangzhou 311300,China; 2.College of Business Administration, Califarnia State University-Sacramento, Sacramento, 95815, USA
Abstract This paper aims to make a whole study on the developing process of agricultural clusters’ brand based on the theories of industrial clusters and brands. We propose a conceptual model to discuss the key determinants of the development of agricultural clusters’ brand. Questionnaires are filled out by the stakeholders of Frigid Black Soil cluster from Heilongjiang. We then test the hypothesis through data analysis using structural equation model. Empirical research shows that the natural conditions of agricultural resource has direct impact on the value chain systems, which play an important mediating effect between the resources endowment and agricultural clusters’ brand development. The authors also find that government’s support and trade association’s support are the moderating variable between the resources endowment and the value chain systems
2015, Vol. 32 
