Driving Firm's Involvement in Place Branding:Perspectives of Resource-based and Institutional Theory

Abstract

Abstract:

The public ownership and cumulativity of place brand equity would make it crucial to drive firms within a region to involve in place branding. Nonetheless, this area has not been investigated deeply so far in the existing literature. In our study, a predictive model for the resource environment resulting in institutional pressures to drive firm's involvement in place branding is proposed and tested. It is found that developing a resource environment consistent with social expectations can form an institutional environment of a region, which contributes to driving firm's involvement in place branding. Amongst them, perceived competitor's involvement and success can form an imitative pressure, and the resource advantages of the government and consumers can form a coercive pressure. Perceived usefulness and involvement value of place branding can form a normative pressure. These institutional pressures have different driving effects on firm's involvement in place branding.

Key words: place branding, firm involvement, resource-based theory, institutional theory

Zhao Weihong, Sun Ru. Driving Firm's Involvement in Place Branding:Perspectives of Resource-based and Institutional Theory[J]. , 2018, 30(12): 154-163.

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