Yingju Zhang, Saimin Liu and Giovanni Baldi
This paper aims to explore the rationale, the process and the outcomes and risks of place branding in rural China.
Abstract
Purpose
This paper aims to explore the rationale, the process and the outcomes and risks of place branding in rural China.
Design/methodology/approach
An in-depth case study analysis, including interviews, has been conducted.
Findings
Place branding in the case of China is practiced and dominated through administrative entities by using subsidies and regional development programs to coordinate, organize and promote local agricultural resources. Although this government-led place branding has effective effects on rural development, it is unsustainable and unstable because it lacks sufficient market and stakeholder participation.
Research limitations/implications
The effectiveness of place branding in China has been examined and proved.
Practical implications
The government’s role in place branding in China should be adjusted. The government should position itself as a service and auxiliary role. Simultaneously, it should strengthen market-oriented operations and stakeholder participation in place branding.
Originality/value
This paper is one of the first contributions to examine the impact of place branding as a rural development policy tool in China, and the in-depth case study examines and proves the effectiveness of place branding in rural China.
Details
Keywords
Mas Wahyu Wibowo, Dudi Permana, Ali Hanafiah, Fauziah Sh Ahmad and Hiram Ting
The purpose of this paper is to introduce the variable of halal food knowledge (HFK) into the theory of planned behavior framework to investigate Malaysian non-Muslim consumers’…
Abstract
Purpose
The purpose of this paper is to introduce the variable of halal food knowledge (HFK) into the theory of planned behavior framework to investigate Malaysian non-Muslim consumers’ decision-making process in purchasing halal food.
Design/methodology/approach
Data were collected through 350 distributed questionnaires toward non-Muslim consumers on five most visited grocery stores (hypermarket-based) in Kuala Lumpur and Selangor. The collected data was analyzed by using Statistical Package for Social Sciences and SmartPLS.
Findings
Purchasing halal food remain an uneasy task for the non-Muslim consumers, thus rely on their personal evaluation and closest relative’s approval.
Research limitations/implications
This study is focusing only on two halal food credence attributes namely health attribute and animal-friendly attributes.
Practical implications
Both health and animal friendly credence attributes of halal food should be the main message to be conveyed to the non-Muslim consumers. In addition, the inclusion of non-Muslim consumers within the Malaysian halal ecosystem might provide a solution to tackle the resistance of halal food from foreign countries.
Originality/value
The value of this study is the finding of halal food credence attributes of health and animal friendly, which are the dimensions of HFK.