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

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. Keyword: agricultural products, geographical band, geographical band image, behavioral intentions, WOM information;