Place Cultural Confidence Strategy And Its Effects On Place Brand Trust And Host Country Consumer Acceptance

In the increasingly fierce global competition,various regions or countries develop brand economy to build a modern economic system and obtain sustained regional competitive advantages.Place brand as the most important carrier of brand economy,the key to the success of its brand internationalization lies in the increase of consumer assets in the host country.However,in a cross-cultural context,cultural barriers and conflicts between different regions are serious,and consumers in host countries also have a stereotype of foreign culture.How Place brands should highlight their own cultural characteristics and build a regional culturally confident brand image to obtain the acceptance of host consumers has attracted the attention of scholars.However,most of the existing researches adapt to the host country market from the perspective of cultural standardization,ignoring the differentiated value brought by regional cultural self-confidence.Theoretical research also lacks the discussion on the structural connotation and mechanism of cultural self-confidence strategy in place brand ationalization.In view of this,based on the cultural cognition legitimacy of institutional theory,this paper constructs a place cultural self-confidence strategy and a research model accepted by the host country consumers,and empirically tests the Chinese market's evaluation data of foreign regional cultural impressions.A total of 750 valid questionnaires were obtained for empirical analysis.The results show that the regional cultural self-confidence strategy of regional brand internationalization consists of three dimensions: open isomorphism strategy,inheritance internalization strategy and breakthrough cognitive strategy.Among them,the open isomorphism strategy consists of three dimensions: regional regulation guidance,regional organization learning,and regional open communication;the inheritance internalization strategy is generated by regional intergenerational transmission,regional maintenance communication and regional normative internalization;breakthrough cognitive strategies include Participation of regional members,regional value display,and regional trends.The research results of the influence of regional cultural self-confidence strategies on the trust and acceptance of consumers in host countries show that open isomorphism strategy,inheritance internalization strategy and breakthrough cognitive strategy can actively promote the trust of host consumers and accept the brand of the region.The regional cultural self-confidence strategy constructed in this paper has a three-dimensional and nine-factor multi-dimensional structural model,which scientifically reveals the structural dimension of place cultural self-confidence strategy,in order to further understand and understand the cultural cognition legitimacy and regional brand in regional brand internationalization.Cultural self-confidence laid the theoretical foundation.In addition,this paper empirically demonstrates the mechanism of the regional cultural self-confidence strategy on the trust and acceptance of consumers in the host country and can provide theoretical guidance for the place brand internationalization construction.