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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

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

Author

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  • Zixiang Yu

    (Jiangxi Normal University, School of Business)

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.

Suggested Citation

  • Zixiang Yu, 2023. "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," Advances in Economics, Business and Management Research, in: Yushi Jiang & Guangming Li & Wilson Xinbao Li (ed.), Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023), pages 627-631, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-142-5_69
    DOI: 10.2991/978-94-6463-142-5_69
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