Place Value Co-creation Strategies,Brand Trust And Host Consumer Acceptance

In the context of economic globalization,interregional competition has become increasingly fierce.In order to gain a sustainable advantage in global competition,building a strong place brand and using its ability to attract consumers in host countries is the key to competitiveness.Existing research has shown that place brands integrating value co-creation into their marketing strategies can help place brands better gain consumer recognition in host countries.However,although the concept of value co-creation has long been accepted in the field of brand marketing,it has achieved relatively few results in the context of place brand internationalization.At the same time,for place brands that intend to build an international image,pragmatic legitimacy can convince host country consumers of the usefulness of their decisions,products and processes,thereby winning consumer trust and acceptance.Based on this,this paper develops three connotation dimensions of place value co-creation strategy through literature research and empirical analysis from the perspective of pragmatic legitimacy,namely,communication dialogue strategy,interactive cooperation strategy and image maintenance strategy,as well as place value co-creation strategy and a theoretical model of trust and consumer acceptance in host countries.In this paper,a questionnaire for measuring related ideas was developed through literature research and semantic calibration,and then 655 valid questionnaires were distributed through a combination of online and offline methods with consumers who had purchase foreign brand products.Then,the measured evaluation and structural equation model test of the obtained questionnaire data show that the place value co-creation strategy consists of three dimensions: communication dialogue strategy,interactive cooperation strategy and image maintenance strategy.Among them,the communication dialogue strategy consists of information communication,channel support and synergy.The interactive cooperation strategy consists of the dimensions of recommendation adoption,production participation and sharing and co-construction;The image maintenance strategy consists of the dimensions of quality commitment,compliance with norms and responsibility fulfillment.In addition,the three constituent dimensions of the place value co-creation strategy can positively affect the trust of consumers in the host country,thereby promoting the acceptance of consumers.The 3-dimensional 9-factor model of place value co-creation constructed reveals the structural dimension of place value co-creation strategy,and lays a foundation for further understanding of the pragmatic legitimacy and place value co-creation in the internationalization of place brands.In addition,this paper empirically examines the impact of place value co-creation strategy on brand trust and consumer acceptance in host countries,and provides theoretical guidance and management enlightenment for place brands to improve brand performance and establish brand equity in the international market.