عنوان انگلیسی مقاله:

Institutionalized place branding strategy, interfirm trust, and place branding performance: Evidence from China

ترجمه عنوان مقاله: نهادینه سازی استراتژی مکان (جای) نام تجاری، اعتماد بین شرکت و عملکرد مکان (جای) نام تجاری: شواهدی از چین

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 7 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

دانلود اصل مقاله

چکیده مقاله

Abstract Institutionalized place branding strategy, interfirm trust, and place branding performance: Evidence from China

This study investigates the relationships among institutionalized place branding strategy, interfirm trust, and place branding performance. Findings indicate that each of the institutionalized place branding strategies (regulatory, normative, and cultural-cognitive) has positive effects on interfirm trust. The relative predictability of these dimensions on interfirm trust also falls into a particular order: Normative is most predictable, followed by cultural-cognitive, then regulatory. Cultural-cognitive strategy can not only directly drive interfirm trust but also negatively moderate the effects of regulatory and normative strategies on interfirm trust. Finally, interfirm trust has a positive effect on place branding performance. These results altogether provide valuable insights into the effect of institutionalized place branding strategies on interfirm trust, which encourages firms to be collaboratively involved in place branding strategies.

Keywords: Institutionalized place branding strategy; Interfirm trust; Place branding performance

مقدمه مقاله

Introduction Institutionalized place branding strategy, interfirm trust, and place branding performance: Evidence from China

Unbalanced economic development arising from the uneven strategic resource endowments has led to increasingly fierce competition among cities, regions, and countries. Place branding, which enables a city,region,or country to bedistinguished from their competitors similar to marketing strategies for consumer products has become a crucial part of regional development (Kaplan, Yurt, Guneri, & Kurtulus, 2010; Pike, 2009). For example, “Jingdezhen: China’s Porcelain Capital”,“Switzerland: Kingdom of Clocks” ,or “Hollywood: Global Film Center” are world-renowned, powerful place brands that lend significant competitive market advantages and positive economic performance.


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