Cross-cultural Integration Strategy And Its Effects On Place Brand Trust And Host Country Consumer Acceptance:the Perspective Of Cognitive Legitimacy

Under the background of global economic integration and cultural pluralism,cultural exchanges between regions have become more frequent,and cross-cultural integration has become a hot spot for scholars.A large number of studies have shown that the cross-cultural integration strategy can help multinational companies enter the host country market better and gain recognition from local consumers.However,most of the relevant literature on cross-cultural integration strategies use qualitative research methods,lack of data support,and few studies on place brand cross-cultural integration strategies.Therefore,based on the cognitive legitimacy perspective in the institutional theory,this paper explores the structural connotation of cross-cultural integration strategy in place brand internationalization by using empirical research method.At the same time,the mechanism of the impact of this strategy on the acceptance of consumers in the host country was explored.The results show that the cross-cultural integration strategy in place brand internationalization consists of three dimensions: cross-cultural compatibility comprehensible strategy,cross-cultural convergence and naturalization strategy,and cross-cultural innovation identification strategy through literature review and empirical analysis of data from 751 valid questionnaires.Among them,cross-cultural compatibility comprehensible strategies include propaganda and communication,interaction consensus,solidarity and cooperation;cross-cultural convergence and reconciliation strategies are composed of observing norms,learning awareness,and emotional affiliation;cross-cultural innovation identification strategies are constructed by building framework,impressing and adapting.The impact of cross-cultural integration strategies in the internationalization of place brand on the acceptance of consumers in host countries shows that cross-cultural compatibility comprehensible strategies,cross-cultural convergence and naturalization strategy,and cross-cultural innovation identification strategies have a positive impact on place brand trust.Among them,the cross-cultural innovation identification strategy has the most significant impact on place brand trust,and the cross-cultural compatibility comprehensible strategy is second.At the same time,place brand trust will also positively affect the acceptance of consumers in the host country.The three-dimensional nine-factor model of cross-cultural integration strategy constructed in this paper further deepens the understanding of cross-cultural integration strategies in place brand internationalization,and scientifically explores its structural connotation.The driving mechanism model of cross-cultural integration strategy for host consumers' acceptance examines the impact of cross-cultural integration strategies in place brand internationalization on place brand trust and host consumers' acceptance,and provides management revelation for place brand internationalization behavior.