Affiliation:
1. Institute of Quality Development Strategy, Wuhan University, Wuhan 430072, China
2. School of Electrical Engineering and Automation, Wuhan University, Wuhan 430072, China
3. School of Information Management, Wuhan University, Wuhan 430072, China
Abstract
To help promote existing regional brands and to gain more competitive advantages by encouraging behavior towards promoting regional brands (BPRB) from business owners, this article aims to examine the roles of resource advantage (RA), government policy (GP), consumer pressure (CP), and attitudes toward promoting regional brands (APRB) based on the theory of planned behavior (TPB) and the attitude–behavior–context (ABC) theory. Both the direct and indirect effects of RA, GP, CP, and APRB on BPRB are explored in the proposed conceptual model, where the field survey data are from business owners who participated in a regional branding process. A sample of 237 valid responses was used to perform partial least squares (PLS) regression. The results show that RA, CP, and GP significantly and positively impacted BPRB, where GP was the strongest influencing factor, followed by RA and CP. APRB was found to significantly and positively mediate the relationship between RA and BPRB, as well as between GP and BPRB. The findings of all the influencing factors and their rankings in motivating business owners’ behavior, as well as their revealed underlying mechanism, provide a useful theoretical and practical reference for promoting and advancing regional brands’ sustainability.
Subject
Management, Monitoring, Policy and Law,Renewable Energy, Sustainability and the Environment,Geography, Planning and Development,Building and Construction
Reference96 articles.
1. Place Marketing as Governance Strategy: An Assessment of Obstacles in Place Marketing and Their Effects on Attracting Target Groups;Eshuis;Public Adm. Rev.,2013
2. The Role of Brand Elements in Destination Branding;Kladou;J. Destin. Mark. Manag.,2017
3. Is Consumers’ Willingness to Pay Premium for Agricultural Brand Labels Sustainable? Evidence from Chinese Consumers’ Random n-price Auction Experiment;Bo;Br. Food. J.,2022
4. Exploring City Branding Strategies and Their Impacts on Local Tourism Success, The Case Study of Kumamoto Prefecture, Japan;Soltani;Asia Pac. J. Tour. Res.,2018
5. Xu, N., and Zhao, Y. (2023). A Moderated Mediation Analysis of the Relationship between Cultural Embeddedness of Regional Brand Products and Behavior Loyalty: A Case Study of Wudang Mountains in Hubei Province of China. Sustainability, 15.