Yes / Reshoring can be theorized as a brand revitalizing process for fostering companies’ ability to create value in the home country. The question of how to maintain sustainable reshoring implementation strategies by developing favorable brand responses is an important but underexplored field. Given that reshoring brand meanings are socially constructed and causally inferenced by consumers, we advocate that a reshoring brand revitalization should begin by understanding what constitutes customers’ attributions to reshoring motives. We identify values-driven, stakeholder-driven, and strategic-driven attributions as determinants of the sense of the institutionalization process (brand authenticity, legitimacy, and sustainability). These institutional logics comprise drivers that influence brand love and brand advocacy. We conduct an empirical study (n=1043) in China. The findings indicate that institutionalized reshoring branding activity is significantly influenced by customers’ attributions to underlying reshoring decisions. Reshoring brands that achieve institutional recognition are more likely to generate brand love and advocacy. In addition, our study provides empirical evidence that nostalgia (1) strengthens the influences of stakeholder-driven attributions on brand authenticity and sustainability, (2) inhibits the influence of values-driven attributions on brand authenticity, and (3) inhibits the influence of strategic-driven attributions on brand authenticity, legitimacy, and sustainability. Reshoring brand managers should consider these connections when designing their reshoring implementation strategies in the home country. / Major Humanities and Social Sciences Research Projects in Zhejiang higher education institutions (Grant No. 2023QN033), National Natural Science Foundation of China (Grant No. 72101131,71972112) and Zhejiang Soft Science Programme (Grant No. 2022C35003) / The full-text of this article will be released for public view at the end of the publisher embargo on 30 Jun 2025.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/19489 |
| Date | 18 June 2023 |
| Creators | Yuan, R., Luo, J., Liu, M., Sivarajah, Uthayasankar, Yannopoulou, N. |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Article, Accepted manuscript |
| Rights | Unspecified |
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