استراتژی نام تجاری مکان نامناسب، اعتماد درونی و عملکرد نام تجاری: شواهد از چین

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.