Research on Role Positioning in Place Brand Internationalization

DOI

10.2991/ssmi-18.2019.104How to use a DOI?

Keywords

place branding; role positioning; moral legitimacy.

Abstract

This paper takes the place role as the research object, discusses the influence mechanism of place role positioning on the host consumer acceptance based on the moral legitimacy, and develops the place role positioning strategy. The study finds place role moral legitimacy can be obtained through role behavior follows the regulatory norms of the host country, the role attitude highlights, and the role ability leading strategy. And the role positioning on this moral legitimacy can help the place gain brand trust and ultimately gain acceptance from host consumers and turn into real benefits. This conclusion further enriches the place brand internationalization theory and provides theoretical guidance for place brand internationalization practice.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Weihong Zhao
AU  - Yang Liu
PY  - 2019/02
DA  - 2019/02
TI  - Research on Role Positioning in Place Brand Internationalization
BT  - Proceedings of the 2018 International Symposium on Social Science and Management Innovation (SSMI 2018)
PB  - Atlantis Press
SP  - 641
EP  - 644
SN  - 2352-5428
UR  - https://doi.org/10.2991/ssmi-18.2019.104
DO  - 10.2991/ssmi-18.2019.104
ID  - Zhao2019/02
ER  -