Place Brand And Its Effect On Brand Performance Based On RBV And Institutional Theory

With the homogenization of products and the increasing of market competition,The enterprises’ success in product or service has encourage them to make the sameefforts in a region or country. Place brand has gradually become the focus of attentionto academic researchers. However, just few articles have had a discussion on thestructure of place brand. Based on the grounded theory and the empirical study, thisstudy developed a conceptual model of place brand of3dimensions of12factorsfrom the perspective of RBV and the institutional theory, and made an empirical testof the model and the influence of each dimension to brand performance.The evidence shows that place brand contains political regulated resources,cluster normative resources and cultural cognitive resources. Among them, politicalregulated resources are generated by leader professional, target congruence, Interestscoordination and resource mobilization. Cluster normative resources are generated byresource advantage, product advantage, Industry advantage and Industry normative.Cultural cognitive resources are generated by value sharing, theory cognition, rolepositioning and Idea conventionality.The result also shows that each dimension of place brand has a significantpositive effect on place brand identity, and the most influential dimension is thecluster normative resources, the second is the political regulated resources, the third isthe cultural cognitive resources. Place brand identity has a significant positive effecton place brand performance.This study developed a multidimensional structural model of place brand of3dimensions of12factors, which reveals the core connotation of place brandscientifically, provides scientific basis for understanding the regional brand, andpromotes the development of place brand theory. Meanwhile, the test of the modelwhich reveals the influence mechanism of each dimension of place brand to placeperformance has proved the mechanism and function effect in the forming process ofplace brand’s impact on place brand performance, can provide theoretical guidance for the construction of the place brand.