Institutional Pressures Of Place Branding And Its Effect Of Place Brand Performance Based On Institutional And Rbv Theory

With the high speed of globalization, the competition between regions became fiercer and fiercer, regions also need to like products through constracting brands to shaping a good brand image to attract talents, investors and consumers in order to enhance the competitiveness of regional. The study of place brand has got Wide attention among academia, and got a great success in the practice. However, the theoretical system of place brand is still not perfected. this paper explored the effect of institutional pressures on the performace of place brand from the perspective of RBV, and developed a3dimensions of12factors measurement scale of institutional pressures.This study take organizational beliefs and the organizational participatant as intermediate variable to test the model of the effect of institutional pressures on the performace of place brandThis study shows that institutional pressures constract of normative pressure regulative pressure and imitative pressure. normative pressure are generated by target congruence, leader professional, resource mobilization and interests coordination; normative pressure are generated by Industry advantage, resource advantage, Industry normative. product advantage, imitative pressure are generated by theory cognition, value sharing, Idea conventionality and role positioning. The result shows that normative pressure, regulative pressure and imitative pressure have significant positive effect on Organizational belief and Organizational participatant, Organizational belief and Organizational participatant have significant positive effect on the performace of place brand. This study may provide theoretical guidance for the construction of the place brand.