摘要：区域品牌的国际化进程往往因为文化隔阂和贸易壁垒而存在不确定性。本文基于实用合理性视角，提出并检验了区域品牌推广策略驱动东道国消费者信任和购买意愿的路径及其边界条件。来自购买过或想购买外国区域品牌产品的1039个有效样本的实证检验结果显示，国际化的区域品牌可以通过实施开放协同、声誉溢出和品质扩散等区域特色推广策略经由区域品牌信任来激发东道国消费者的购买意愿。品牌产品类型与区域经济形态的匹配性、区域经济发展水平则对区域品牌推广的国际化路径具有不同程度的调节效应。这些研究结论对于区域品牌基于特色推广促进国际化绩效具有策略启示。

Abstract: The internationalization process of placebrands is often uncertain due to cultural differences and trade barriers. Based on the perspective of pragmatic legitimacy, this paper proposes and tests the pathways and boundary conditions for place brand promotion strategies to drive trust and purchase intention of consumers in host countries. The empirical test results from 1039 valid samples who have purchased or want to purchase foreign place brand products show that, transnational place brands can stimulate the purchase intention of consumers in host countries through place brand trust by implementing characteristic promotion strategies such as openness and convergence, reputation spillover and quality diffusion. In addition, environmental factors such as the matching between lrand product type and regional economic pattern,and regional development level have different moderating effects on the internationalization strategies and pathways of place brand promotion. These research conclusionsmay have strategic implications for place brands to boost the process of internationalization based on characteristic promotion.