How Can Place Brands Break Through the Culture and Gain Consumer Acceptance in the Host Country?

Abstract

In the current context of global economic integration and cultural diversification, cultural exchanges between regions are becoming more frequent, and cross-cultural integration has also become a hot topic in academic circles. A large number of studies have shown that cross-cultural integration strategies can help multinational companies better "walk into" the host country market and gain the recognition of local consumers. However, most of the existing cross-cultural fusion is concentrated in the international management of enterprises, and there is less research on the development of cross-cultural fusion strategies for place brand internationalization. In view of this,, this paper explores the structural connotation of cross-cultural fusion strategies in place brand internationalization and its impact on consumer acceptance in host countries.