Place Brand Equity and Domestic Investors’ Choice: A Case Study in Vietnam

• 발행기관: 한국유통과학회
• 저자명: Huong Thi Thu PHAM Nga Thi PHAM
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 7 No.10, 149~159쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.10.30

영문 초록

Selecting an investment location is one of the most crucial decisions of investors as it has a great influence on the operation and development of the business in the future. At the same time, the attraction of localities will bring advantages for socio-economic development for the localities invested. Investors are interested in localities that have the potential to invest. The study focused on analyzing and testing the influence of place brand equity on the choice of investment locations of domestic investors through a regression analysis using 425 survey samples of investors in Phu Tho province, one of the northern industrial zones in Vietnam. Research results showed that 56.5% of investment decisions depended on factors from place brands. In addition, in the decision-making process for choosing investment locations, brand awareness factor had the greatest impact on investor’s decisions, followed by brand image and brand personality, and finally brand confidence had the smallest impact. Therefore, in the coming time, in order to retain and attract domestic investors to choose Phu Tho as an investment and business destination, it is necessary to increase the value of place brand equity and implement solutions to promote place brands to investors.

목차

1. Introduction

2. Literature Review

3. Data and Methodology

4. Results and Discussion

5. Conclusions and Implications

References

키워드

Place Brand Place Brand Equity Domestic Investors Phu Tho Province Vietnam