Leader’s strategies for designing the promotional path of regional brand competitiveness in the context of economic globalization
Year: 2022
Type: article
Study design: Observational Study
Abstract: In the era of economic globalization, the competitiveness of products on a global scale is increasingly achieved through effective and sustainable strategies for brand development by the leaders. This paper conducts an empirical study on regional brand competitiveness (BC) influencing factors. A research model was proposed and tested by employing structural equation modeling. Data analysis was conducted using 214 valid questionnaires from two major producing areas in Jilin Province, China. Research results show that Brand Market (BM) and Government Guidance (GG) directly and positively impact the regional BC. Regional Resource (RR) and industrial development (ID) indirectly impact the regional BC through the mediating role of BM and GG. BM is the most important factor affecting the regional BC. Based on this, the path to improve the competitiveness of traditional agricultural products under economic globalization is determined, and targeted countermeasures and suggestions are formulated for the existing problems.
Source: Frontiers in Psychology
Authors: Pei Li, Jianguo Du, Fakhar Shahzad
Institution: Jiangsu University
Language: English
Subfield: Development
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $2,950
OpenAlex ID: W4293779491