Organization Participation in Place Branding: From Institutional Perspective

Abstract

Faced with increasingly fierce global competition, place branding has become an important strategic tool to obtain regional competitive advantage. As a public brand, place brand needs all organizations in the region to build participation beliefs and to achieve specific participation behavior. From the perspective of institutional theory, this paper argues that the internal driving force of organization participation in place branding derives from the regulative, normative and cultural-cognitive pressure of institutional legitimacy of place branding. These three pressures will encourage organizations in the region to build the belief of place branding and achieve participation behavior, gaining institutional legitimacy.