How place quality brands improve product quality: a perspective on advanced standards leading technological innovation

Place quality branding has been identified as an innovative practice that promotes high-quality product development. However, a lack of sufficient theoretical research on practical cases, which presents a major challenge for place quality branding. This study constructs a multiple mediation model to investigate the mechanisms and pathways of place quality brands to improve product quality based on the perspective of advanced standards leading technological innovation. Partial least-squares structural equation modeling reveals significant direct effects of place quality brands on product quality, as well as indirect effects of place quality brands on product quality that are mediated by either advanced standards or technological innovation, or through multiple mediation pathways involving both advanced standards and technological innovation. This study enriches the connotation of place quality brand and provides decision-making guidance for governments and firms to more effectively develop place quality brands. Government can cultivate place quality brands around advanced standards and technological innovation. Meanwhile, firms can enhance their ability to apply advanced standards, better identify and grasp innovation opportunities.