Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)

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The Influence of Industrial Role Positioning Strategy in Place Brand Internationalization on the Purchase Intention of Host Country Consumers from the Perspective of Moral Legitimacy

Authors
Zixiang Yu1, *
1School of Business, Jiangxi Normal University, Nanchang, China
*Corresponding author. Email: xeony@foxmail.com
Corresponding Author
Zixiang Yu
Available Online 15 May 2023.
DOI
10.2991/978-94-6463-142-5_69How to use a DOI?
Keywords
Place Brand Internationalization; Industrial Role Positioning; Brand Trust; Purchase Intention; Moral Legitimacy
Abstract

The transnational place brands often have difficulty in gaining role identification from host country consumers due to trade barriers and regulatory differences. Based on a moral legitimacy perspective, this study proposes a research model of how internationalized place brands implement industrial role positioning strategy to drive host country consumers’ trust and purchase intention. This study argues that place brands can promote host country consumers’ trust and purchase intention by adopting a three-dimensional industrial role positioning strategy of cluster normalization, technology specialization, and product welfare. These research findings have management implications for place brands to develop internationalization strategies based on industrial role positioning.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
15 May 2023
ISBN
10.2991/978-94-6463-142-5_69
ISSN
2352-5428
DOI
10.2991/978-94-6463-142-5_69How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Zixiang Yu
PY  - 2023
DA  - 2023/05/15
TI  - The Influence of Industrial Role Positioning Strategy in Place Brand Internationalization on the Purchase Intention of Host Country Consumers from the Perspective of Moral Legitimacy
BT  - Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)
PB  - Atlantis Press
SP  - 627
EP  - 631
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-142-5_69
DO  - 10.2991/978-94-6463-142-5_69
ID  - Yu2023
ER  -