Institutional Regulation For Place Branding And Its Effect On Enterprise Participation

With the increasing of the degree of economic globalization, competition between regions becomes more and more intense, the development of the place brand has been an attention hotspot of practical and theoretical. At the same time, the important of institutional regulation of place branding in the process of place branding are rarely concerned, the structure connotation of regulation are also lack of discussion. This paper apply the literature review and empirical methods developed multi-dimensional structural model of a four-dimensional 11 factors constitute the place branding system of regulation, and the validity and regional branding system regulation model of the dimensions of the enterprises to participate in the regional brand impact- a regional brand legitimacy(practical legitimacy, moral legitimacy and cognitive legitimacy) an empirical test.The results show that institutional regulation of place branding contain political regulation, economic regulation, social regulation and environmental regulation Among them, the political regulation generated by mandatory, incentive and expedient; economic regulation is generated by the market regulations and industry regulations; social regulation is generated by the security regulation, emotional regulation and relationships Regulation;Environmental Regulation generated by command and control, reward and punishment and voluntarism。The result also shows that each dimension of institutional regulation of place branding has a significant positive effect on the legitimacy of place branding, and the most influential dimension is the social regulation, the second is the environmental regulation, the third is the economic regulation,the last is the political regulation. The legitimacy of place branding has a significant positive effect on enterprise participation into place branding.This study developed a multidimensional structural model of institutional regulation of place branding of 4 dimensions of 11 factors, which reveals the core connotation of institutional regulation of place branding scientifically, provides scientific basis for understanding the place brand, and promotes the development of place branding theory. Meanwhile the test of the model which reveals the influence mechanism of each dimension of institutional regulation of place branding to enterprise participation has proved the mechanism and function effect in the forming process of the legitimacy of place branding’s impact on enterprise participation into place branding, and can provide theoretical guidance for regional brand building.