Journal articles on the topic 'Place brand management'
To see the other types of publications on this topic, follow the link: Place brand management.
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'Place brand management.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
Kavaratzis, Mihalis, and Mary Jo Hatch. "The Elusive Destination Brand and the ATLAS Wheel of Place Brand Management." Journal of Travel Research 60, no. 1 (December 19, 2019): 3–15. http://dx.doi.org/10.1177/0047287519892323.
Full textAbstract:
This conceptual article reconsiders the formation of destination and place brands. It proposes that brands initiate people’s meaning making over the place directly involving them in the branding process. Using a combination of process-based approaches to brands and places, the article substantiates the argument that the place brand’s quintessence lies in the constant alterations it causes to the meaning of the place as stakeholders interact, thereby keeping the brand active and in constant formation. The distinction between conceived, perceived, and lived dimensions of a place brand is used to conceptualize the brand as open-ended, allowing for different interpretations to occur and different meanings to develop. This makes the brand rather elusive. The article accounts for the implications of the elusiveness of place brands for place brand management and proposes the ATLAS wheel of place brand management as a tool to follow and influence the place brand in its on-going formation.
2
Reitsamer, Bernd F., and Alexandra Brunner-Sperdin. "It’s all about the brand: place brand credibility, place attachment, and consumer loyalty." Journal of Brand Management 28, no. 3 (January 30, 2021): 291–301. http://dx.doi.org/10.1057/s41262-020-00229-z.
Full textAbstract:
AbstractDespite the growing attention brand credibility attracts in recent marketing literature, little is known about the credibility of place brands and their relationship with consumers’ loyalty. The present study builds on brand signalling and attachment theory to investigate whether credible place brands affect consumers’ attachment formation, their subsequent word of mouth (WOM) and intention to return. Survey data from an Alpine winter sport destination reveal that place brand credibility is a key antecedent of consumers’ attachment. Moreover, consistent with brand signalling theory, credible place brands exert a particularly strong direct effect on consumers’ WOM. A positive effect on their intention to return, however, will result only if they feel attached with the place brand beforehand. Implications for marketing scholars and brand managers are offered.
3
Bauer, Brittney C., Clark D. Johnson, and Nitish Singh. "Place–brand stereotypes: does stereotype-consistent messaging matter?" Journal of Product & Brand Management 27, no. 7 (November 19, 2018): 754–67. http://dx.doi.org/10.1108/jpbm-10-2017-1626.
Full textAbstract:
Purpose The purpose of this paper is to address an overarching question: Does matching consumer place–brand associations with stereotype-consistent messaging affect consumer perceptions of an advertisement? Design/methodology/approach This paper presents two experiments that examine participants’ differing evaluations of advertisements under various experimental conditions. Study 1 examines the match of place–brand warmth versus competence stereotypes and the use of symbolic versus utilitarian advertising messaging for both new foreign and domestic brands. Study 2 examines this match for global brands. Findings The paper reveals that stereotype-consistent messaging increases the perceived fit between the advertisement and the brand for new foreign brands but not for new domestic or global brands. Furthermore, in a post-hoc analysis, this congruence is found to improve attitude towards the brand, purchase intentions and brand response, through the mediating effect of attitude towards the ad. Originality/value Place–brand stereotypes impact consumer attitudes and opinions regarding brands from different countries. This paper applies two universal social judgment dimensions from social psychology—warmth and competence—to the novel context of advertising messaging to examine previously unexplored facets of the place–brand image.
4
Zenker, Sebastian, and Erik Braun. "Questioning a “one size fits all” city brand." Journal of Place Management and Development 10, no. 3 (August 14, 2017): 270–87. http://dx.doi.org/10.1108/jpmd-04-2016-0018.
Full textAbstract:
Purpose City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper challenges the use of a “one size fits all” city brand, which is still common practice in many places. The paper proposes that city branding involves much more complexity than is commonly thought and outlines a strategy that enables urban policy-makers, marketing researchers and (place) marketers alike to better deal with city branding. Design/methodology/approach The authors integrate insights from literature on place branding, brand architecture and customer-focused marketing. Findings The article argues that place brands (in general and communicated place brands in particular) are by definition very complex, due to their different target groups, diverse place offerings and various associations place customers could have. Thus, an advanced brand management including target group-specific sub-brands is needed. Practical implications The model will be helpful for place brand managers dealing with a diverse target audience, and is likely to improve the target group-specific communication. Originality/value The paper provides an insight into the complexity of city brands and acknowledges that the perception of city brands can differ considerably among different target groups. Additionally, it offers a more comprehensive definition of place brands. This will be helpful for city brand managers and researchers alike in dealing with city brand complexity.
5
Martin, Emeline, and Sonia Capelli. "Place brand communities: from terminal to instrumental values." Journal of Product & Brand Management 27, no. 7 (November 19, 2018): 793–806. http://dx.doi.org/10.1108/jpbm-10-2017-1654.
Full textAbstract:
Purpose This study aims to understand the values around which stakeholders of a place brand within a community can align. Design/methodology/approach A content analysis of websites provided a description of region brands. In-depth interview data from representatives of two communal region brands provide a foundation for investigating the attitudes and behaviors of 20 place brand managers depending on their value orientation. Findings Two categories of communal region brands are found, of which one reflects terminal values whereas the other is based on instrumental values. Instrumental values appear more efficient for promoting the place through stakeholders than terminal values. Research limitations/implications This exploratory research highlights some particularities of place brand communities and adds instrumental value to the classic terminal value identified within commercial brand communities. Practical implications Place brand managers gain insights into the values around which they can align stakeholders of their brand. Originality/value Brand community literature focuses mostly on specialty or convenience product-oriented communities. By investigating a place as a different type of “product”, this study demonstrates that place brands draw on communal arguments to function like master brands. Furthermore, terminal values can be replaced by more instrumental values in the context of place branding, because agreement on broad terminal values by individual members of the community is unlikely to be achieved whereas specific instrumental values can serve their individual interests.
6
Chan, Chung-Shing, Mike Peters, and Lawal M. Marafa. "An assessment of place brand potential: familiarity, favourability and uniqueness." Journal of Place Management and Development 9, no. 3 (October 10, 2016): 269–88. http://dx.doi.org/10.1108/jpmd-01-2016-0003.
Full textAbstract:
Purpose This paper aims to present an approach by which to assess the potential of branding a particular type of place resource or feature. Design/methodology/approach A review was conducted to analyse three key periodicals (Journal of Brand Management, Place Branding and Public Diplomacy and Journal of Place Management and Development) in the field of branding and place branding between 2000 and 2011. These three periodicals are recognized as the three leading periodicals of place branding, and they followed the clear establishment and development of the field of place branding. Findings Familiarity, favourability and uniqueness are the three dimensions that give a quick indication of the level of place brand equity, and in turn they represent the level of place brand potential. Research limitations/implications In the literature, brand potential is not well conceptualized. This paper identifies this knowledge gap through a review of place branding studies, and it closes the gap by connecting brand potential with place brand equity. Originality/value This paper suggests practical and research directions by which to study these three dimensions to generate valuable brands for places.
7
Sarabia-Sanchez, Francisco J., and Maria J. Cerda-Bertomeu. "Place brand developers’ perceptions of brand identity, brand architecture and neutrality in place brand development." Place Branding and Public Diplomacy 13, no. 1 (July 5, 2016): 51–64. http://dx.doi.org/10.1057/s41254-016-0017-7.
Full text
8
Donner, Mechthild, and Fatiha Fort. "Stakeholder value-based place brand building." Journal of Product & Brand Management 27, no. 7 (November 19, 2018): 807–18. http://dx.doi.org/10.1108/jpbm-10-2017-1652.
Full textAbstract:
Purpose The purpose of this study is to investigate the place brand building process based on multi-stakeholder perceived value. It contributes to an understanding of how place brands are developed, providing diverse benefits, and proposes a conceptual framework for place brand building and value measurement scales. Design/methodology/approach The study is based on the place brand Sud de France. Qualitative data from stakeholder interviews is used to investigate the main place brand value dimensions. A survey of consumers from the Languedoc-Roussillon region is conducted to measure consumer place brand values. Quantitative data is analyzed using structural equation modelling. Findings Results indicate that place brand value is a multiple-perspective and multidimensional construct that includes new measurement scales related to dimensions such as quality of life, a common local identity and local development. Brand identity is not only constructed on place identity, but should also incorporate stakeholder values and provide value to consumers. Practical implications For place brand managers, this study provides a methodology that helps identify the main place image and stakeholders values to be integrated into place brand identity construction. The place brand value measurement scales can be used to ensure a permanent match between brand identity and consumption trends. Originality/value Literature dealing with place equity has focused mostly on country-of-origin or destination image effects from a non-local consumer or tourist perspective. The originality of this study lies in analyzing the perceived benefits of a regional brand by its local stakeholders, leading to a new brand building framework and value measurement scales.
9
Dooley, Gregory, and David Bowie. "Place brand architecture: Strategic management of the brand portfolio." Place Branding 1, no. 4 (November 2005): 402–19. http://dx.doi.org/10.1057/palgrave.pb.5990037.
Full text
10
Ahmad, Muhamad Fazil Bin, and Tuan Sharifah Azura Tuan Zaki. "Strategic Communication for Place Brand Management." Malaysian Journal of Social Sciences and Humanities (MJSSH) 6, no. 2 (February 7, 2021): 282–92. http://dx.doi.org/10.47405/mjssh.v6i2.669.
Full textAbstract:
To clarify how the communicational objectives such as message efficiency, creating learning networks and sharing knowledge represent guidelines for any strategy that looks at developing a current distribution of information. Place branding management is one of the segments in destination branding, is a complex process of branding an entire country or a part of it. The Strategic Place Brand-Management model (SPBM-model by Hanna and Rowley, 2011) comprises of nine (9) dimensions which are argued to be important parts in the place branding process and research. This chapter aim to understand how place brand copes with the components in the SPBM-model, and to perceive which components in the SPBM-model that can be seen as the most important components based on a case study the perceptions of the city residents Kuala Terengganu, Malaysia. By positioning the Kuala Terengganu place branding process with the SPBM-model, it can be understood that all components are strongly connected to each other. Of all nine (9) components, three (3) of them which are evaluation, infrastructure and stakeholders should be given special attention if they are serious in branding Kuala Terengganu as one of the most attractive tourist destinations in the world.
11
Botschen, Guenther, Kurt Promberger, and Josef Bernhart. "Brand-driven identity development of places." Journal of Place Management and Development 10, no. 2 (June 5, 2017): 152–72. http://dx.doi.org/10.1108/jpmd-07-2016-0051.
Full textAbstract:
Purpose This paper aims to present an interdisciplinary approach for the development and design of place brands, which goes far beyond communication strategies and advertising campaigns. The so-called “Brand-driven Identity Development of Places” (short: BIDP) approach provides a structured three-phase model that can serve as a practical guide for the development of commercial, touristy, urban and rural places. Design/methodology/approach Longitudinal collaborative action research over a time span of 20 years plus extended case study research supported the evolution of the BIDP approach. Findings BIDP is a circular three-phase model starting with the definition of the intended place brand identity, which in Phase 2 becomes translated into concrete touchpoint experiences along the main constituents of the place, and finally materialising into the new place format. The case study of the City of Innsbruck is prototypically used to illustrate the application of the designed approach and to report achieved results. Research limitations/implications Place brand development based on translating socio-cultural meanings into touchpoint experiences to materialise and align place constituents is opening up new avenues to initiate and govern place development. At present, the approach is based on case studies in the western region of Austria and South Tyrol. Practical implications The three-phase model represents a practical tool for place brand managers, who want to renew and to develop their place format in a structured way. The BIDP model can be applied for all forms of places. Social implications Foremost, the described place branding collaborations reassure the proposition of Olins (2002) and Schmidt (2007) that place branding is a crucial internal project that unites groups of people around a common strategic vision providing sense and direction besides reaching out to the traditional customer–stakeholder audience. Originality/value A structured model for brand-driven place development, which evolved during 20 years of longitudinal collaborative action research with executives and representatives of commercial, touristy, urban and rural places, BIDP locks into anthropological research findings where cultural meanings are considered as the main source for the construction of brand identities.
12
Noorda, Rachel L. "Borrowing place brands: product branding from SMEs in the publishing industry." Journal of Research in Marketing and Entrepreneurship 21, no. 2 (December 16, 2019): 57–75. http://dx.doi.org/10.1108/jrme-07-2017-0022.
Full textAbstract:
Purpose The purpose of this paper is to empirically test how company size affects the use of Scotland’s place brand in product branding by small and medium-sized enterprises (SMEs) in the book industry in Scotland. Design/methodology/approach This paper uses a mixed-method approach to investigate place brand adoption for product branding by SMEs in the Scottish book industry through the analysis of Scotland’s place brand identifiers in a corpus of 208 online book blurbs. Findings Results from the analysis show that, amongst SMEs in the Scottish publishing industry, smaller companies are more likely to use Scotland place brand identifiers in product marketing. Originality/value This is the first study to analyze book blurbs from a marketing perspective and it is one of the few articles on product-place co-branding. Additionally, branding in SMEs is a relatively new and uncharted area of research to which this study contributes, and branding in book publishing is also a scarcely researched area, to which this study offers new, empirical data about the relationship between place brands and product brands.
13
Troyan, V. I., and A. S. Braslavska. "Brand Management Strategies as Components of Brand Management." Business Inform 11, no. 526 (2021): 446–51. http://dx.doi.org/10.32983/2222-4459-2021-11-446-451.
Full textAbstract:
The article considers the concepts of brand, trademark, branding, specified by different authors from management positions; the brand management system and its main elements, initial data and brand functioning strategies are discussed. The variability of the business environment, the high level of competition dictates the need to find new opportunities to adapt entrepreneurial structures to the changes that are taking place. Among the main reasons that encourage companies to optimize business processes, one can allocated the need to reduce production costs; requirements made on the parts of consumers and the State; use of management programs; mergers of enterprises. Due to the significance of such an asset of an enterprise as a brand, its exceptional role in ensuring the competitiveness of the company the application of branding from the standpoint of business processes is an effective instrument that contributes to more efficient use of technologies. It is also one of the most effective marketing technologies that increase the competitiveness of the company, assist in the formation and maintenance of consumer demand and loyalty to the products of companies. The high need for marketing management of brands in the market is determined by their considerable range and intensity of goods turnover, the volume of purchases and maximum dependence on the preferences of the consumer. The dependence of the results of the company’s economic activity on brand management decisions for relatively new market segments appears to be especially high. Currently, companies partially implement brand management procedures such as the formation of brand identity, the construction of its architecture, the development of comprehensive brand promotion programs. At this, the problems of positioning the categories of goods, harmonization of brand management in the channels of movement of goods, taking into account the industry specification in brand management, remain essential.
14
Hanna, Sonya, and Jennifer Rowley. "Towards a strategic place brand-management model." Journal of Marketing Management 27, no. 5-6 (April 15, 2011): 458–76. http://dx.doi.org/10.1080/02672571003683797.
Full text
15
Kemp, Elyria, Carla Y. Childers, and Kim H. Williams. "Place branding: creating self‐brand connections and brand advocacy." Journal of Product & Brand Management 21, no. 7 (October 26, 2012): 508–15. http://dx.doi.org/10.1108/10610421211276259.
Full text
16
Sloan, David R., Damon Aiken, and Alan C. Mikkelson. "Places in names: an investigation of regional geographic brand congruency." Journal of Product & Brand Management 27, no. 7 (November 19, 2018): 781–92. http://dx.doi.org/10.1108/jpbm-11-2017-1656.
Full textAbstract:
Purpose The purpose of this research is to explore the effects of regional geographic brand congruency (GBC) on brand trust, brand parity, perceived value, brand honesty and purchase intentions. Design/methodology/approach The research uses an experimental method in two studies to test hypotheses derived from the literature. Findings This research conceptualizes GBC as the relationship between products/services and geographic regions that are authentic, credible and fitting. Results from the two studies support the hypothesis that brands with regional GBC have higher levels of consumer evaluation compared to brands with geographic incongruence or with no geographic reference at all. Research limitations/implications This research offers insight into the decision to name a brand. If one is going to associate a product with a regional geographic location, it is more effective to use a location that is fitting as it applies to that product; otherwise, it would be best to avoid a geographic association in a brand name. Originality/value The exploration of regional geographic brand congruency in relation to outcomes of brand trust, brand parity, perceived value, purchase intentions and honesty offers new insights into the nature and role of place images.
17
J. Willemsen, Sven, and Gerrita van der Veen. "Organizing local “green” entrepreneurship: a brand perspective." Journal of Place Management and Development 7, no. 3 (October 7, 2014): 235–46. http://dx.doi.org/10.1108/jpmd-05-2014-0007.
Full textAbstract:
Purpose – This paper aims to show how current insights on place branding are used to organize “green” entrepreneurship in the Dutch Utrechtse Heuvelrug region. The role of place is explored in establishing a differentiated meaning for green entrepreneurship and providing an inspirational source for innovations, resulting in a green economic value proposition designed and communicated through branding. Design/methodology/approach – From the literature, different perspectives on the role and function of the place were derived, which lead to the choice of an identity-based entrepreneurial brand. To define the regional identity, qualitative and quantitative research were conducted. In addition, co-creation sessions were organized to further develop the brand. Findings – Taking place branding as the starting point, a framework has been developed, introducing the regional identity as an open space, linking locally based sub-brands to enhance power. To deliver economical and social value in an area with no leading business to sustainability and well-developed business skills, cluster development has been introduced as a way to create new economic activity and sustainable impact. Practical implications – The strategy of separating stakeholders and position them as locally based brands enables place planners and marketers to manage place brand complexity, which generally delays the process, often limiting place branding to “logos and slogans”. Originality/value – This paper provides a case study, which offers new perspectives on the issue of managing complexity, which is inevitable in organizing a place brand.
18
Cassinger, Cecilia, and Jörgen Eksell. "The magic of place branding: regional brand identity in transition." Journal of Place Management and Development 10, no. 3 (August 14, 2017): 202–12. http://dx.doi.org/10.1108/jpmd-03-2017-0028.
Full textAbstract:
Purpose The purpose of this paper is to examine the transition of a place brand identity from a cultural anthropological perspective. More specifically, the paper analyses the ritual features and magical qualities of the development process of a regional brand in Scandinavia. Design/methodology/approach The study consists of an exploratory, longitudinal single case study of regional branding. An abductive research design was used in which the data, consisting of qualitative interviews, policy and promotional documents, were analysed with an interpretive approach. Findings Three place branding rituals of re-naming, managing ambiguity and instilling faith are identified as central in the transition process. These practices generate different forms of magic that facilitate transition and accommodate change. Research limitations/implications The study suggests that the theoretical lens of the anthropological concept of the rite of passage is useful to capture the mechanisms and practices of the transition from an old to a new place brand identity. Practical implications The approach outlined in this paper is relevant for brand development and planning in that it demonstrates the ritual features and magical qualities of branding. In contrast to the linear step-by-step approach to brand planning, the study visualises brand development as overlapping phases in a process. Originality/value The study demonstrates the value of anthropological insights into transition rituals for understanding how change is alleviated in the development of place brands.
19
Pidhurska, V. O. "Brand Management: Defining the Essence and Place in the System of Related Categories." Business Inform 7, no. 522 (2021): 242–47. http://dx.doi.org/10.32983/2222-4459-2021-7-242-247.
Full textAbstract:
This article is aimed at analyzing and systematizing the existing approaches to determining the essence of brand management, as well as its place in the system of related categories of marketing. At that, within the terms of the set goal, the task is to reduce the «conceptual» load on the theoretical base in the marketing sphere by analyzing and structuring current categories, and not creating new ones. During the research, two tangent categories with brand management – «management of brand» and «branding» – were distinguished and their relationship with brand management was determined. Analyzing the theoretical positions of leading specialists in the sphere of marketing, opinions of foreign and domestic scientists, the presence of identifiable concepts of «brand of management» and «management of brand» was specified, which is not true. Management of brand is a component of brand management, which consists in systematic activity using existing and searching for new resources and brand positioning tools. A concise and logical scheme is proposed that reveals the essence of brand management and the main stages of its implementation in the context of this issue. The scheme also reveals the place of branding in the brand management system, namely: at the stages of brand creation and its development /modification. It is determined that brand management directly correlates with the strategy of the enterprise and affects its implementation. The brand development strategy should correspond to the philosophy of the enterprise, its mission and organizational and corporate culture. It is emphasized that brand management is one of the main directions in the strategic management of the enterprise, as it allows to capitalize the value of branded assets and increase its competitiveness. Prospects for further research in this direction are to study the features of modern brand management and tools for its effective implementation.
20
Hudson, Simon, David Cárdenas, Fang Meng, and Karen Thal. "Building a place brand from the bottom up." Journal of Vacation Marketing 23, no. 4 (May 18, 2016): 365–77. http://dx.doi.org/10.1177/1356766716649228.
Full textAbstract:
In an increasingly competitive global marketplace, the need for towns and cities to create a unique identity, to differentiate themselves from competitors, has become critical. Many places promote spectacular scenery, good quality of life, friendly people, and a sound business infrastructure. However, these factors are no longer differentiators, so places need a strong brand identity to stand out in order to attract people to live, work, and play. But brand development is often driven by short-term top-down approaches with limited community participation, where the primary tool of brand expression becomes the final marketing campaign. This article reports on a qualitative approach to build a place brand from the bottom up, with wide participation from all members of the community. With a methodology based on place brand-building theory, charettes and in-depth interviews were conducted with local stakeholders, resulting in a positioning statement that was used to develop brand communications materials. Based on the research process and results of the case study, the authors present a community-based place brand development model.
21
Steenkamp, Jan-Benedict E. M. "Global Brand Building and Management in the Digital Age." Journal of International Marketing 28, no. 1 (January 9, 2020): 13–27. http://dx.doi.org/10.1177/1069031x19894946.
Full textAbstract:
The rapid spread of the internet and internet-based technologies is reshaping how companies build and manage global brands. While specific platforms and technologies change rapidly, what does not change quickly are the underlying trends. This article identifies the implications of five core underlying digital trends for global brand building and management: (1) rise of digital global sales channels, (2) cocreation of global brand strategy, (3) global transparency of brand activities, (4) global connectivity among the brand’s consumers, and (5) the Internet of Things. For each trend, the author discusses key changes taking place in the marketplace and directions for future research.
22
Swanson, Kathryn. "Place brand love and marketing to place consumers as tourists." Journal of Place Management and Development 8, no. 2 (July 13, 2015): 142–46. http://dx.doi.org/10.1108/jpmd-05-2015-0012.
Full textAbstract:
Purpose – The purposes of this paper are to outline the theoretical context for the study of brand love in the context of places and to report preliminary findings from an extensive study on place brand love. Design/methodology/approach – Three places were chosen for the research: Orlando, Florida; Minneapolis, Minnesota; and Las Vegas, Nevada. A study sample of 20 consumers engaged in a variety of methodological techniques including semi-structured consumer interviews, volunteer-employed photography and consumer collage creation. Findings – Thirteen primary themes through which participants articulated their love in respect of the places under study were identified. These can be grouped into four categories: antecedents, relational themes (involving relationships between others, oneself and the place), experiential themes (relating to the experience of being at the place) and outcomes. Originality/value – ‘Brand love’ is an aspect of branding that has not been explored in the context of places, and preliminary results indicate that this may be a useful concept for both academics and practitioners to investigate further.
23
Hanna, Sonya, and Jennifer Rowley. "A practitioner-led strategic place brand-management model." Journal of Marketing Management 29, no. 15-16 (November 2013): 1782–815. http://dx.doi.org/10.1080/0267257x.2013.800901.
Full text
24
Matiza, Tafadzwa. "COUNTRY IMAGE AND RECREATIONAL TOURISM TRAVEL MOTIVATION: THE MEDIATING EFFECT OF SOUTH AFRICA'S PLACE BRAND DIMENSIONS." Tourism and hospitality management 28, no. 3 (2022): 519–39. http://dx.doi.org/10.20867/thm.28.3.2.
Full textAbstract:
Purpose – Global competition highlights the importance of country image as a heuristic criterion for information symmetry in tourist decision making. However, there is limited academic inquiry into the interaction between country images and place brands in tourists’ travel motivation. This study explores the mediating effect of the place brand in the image-travel motivation nexus. Design/Methodology – The quantitative-deductive study generated data from a convenient sample of n=233 tourists. Survey data were analysed using exploratory and confirmatory factor analyses; followed by parallel mediation analysis to examine the mediating effect of place brand in the relationship between country image (exogenous variable), and travel motivation (endogenous variable). Approach – This study models country image and place brand dimensions as perceptual variables influencing leisure-oriented recreational tourism travel motives. Findings – South Africa's socio-cultural and competitive advantages as place brand dimensions have a partial intervening effect on the influence of South Africa's image on leisure-oriented recreational tourists’ travel motives; thus, implying the need to manage both dimensions as antecedents of leisure tourists' recreational travel motivation. Originality of the research – Evidence and knowledge gaps in the literature are addressed by modelling the direct (country image) and indirect (place brands) influence of tourists’ perceptions on their extrinsic travel motives.
25
Mohanty, Pankaj Kumar, and Dipanjan Kumar Dey. "Consumer-Brand Engagement With E-Commerce Market Place Brands." Journal of Electronic Commerce in Organizations 18, no. 3 (July 2020): 21–37. http://dx.doi.org/10.4018/jeco.2020070102.
Full textAbstract:
Consumer-brand engagement (CBE) has gained much attention from both the academicians and practitioners. However, despite such scholarly attention, only a few studies have empirically tested the scale of CBE. Moreover, limited attention is paid toward examining the consumer-brand relationships in the e-commerce marketplace context. The study is an empirical investigation of the new ways for examining CBE by testing the impact of consumer advocacy (CA). Furthermore, the study has examined and validated the relationship between consumer involvement (CI) and CBE in the e-commerce marketplace context. The study has further examined the impact of CBE on two outcome variables, viz., positive word-of-mouth (PWOM) and brand usage intention (BUI). A sample size of 408 has been collected randomly from a postgraduate program of a large university located in south India. Various multivariate techniques (Confirmatory Factor Analysis & Path Analysis) have been applied to validate and test the proposed relationships. The results indicate that both CI and CA positively influence CBE. Further, CBE has a positive impact on PWOM and BUI.
26
Mariutti, Fabiana Gondim, and Janaina de Moura Engracia Giraldi. "Branding cities, regions and countries: the roadmap of place brand equity." RAUSP Management Journal 56, no. 2 (May 10, 2021): 202–16. http://dx.doi.org/10.1108/rausp-06-2020-0131.
Full textAbstract:
Purpose The purpose of this paper is two-fold: to expand the understanding of brand equity for places (e.g. countries, regions or cities) and propose two frameworks to increase its value. Design/methodology/approach By interviewing international participants, this study was exploratory and interpretative; thematic analysis was performed for a broader understanding about place brand equity. Findings The Roadmap of Brand Equity is provided by proposing three “pathways” founded on core value drivers as “road signs” (potential influences or main variables of the value of a place brand), which are required to be strategically monitored and aligned to place branding activities to enhance the value of a city, region or country. Value drivers of place brand equity and the roadmap of place brand equity are proposed through the figures. Research limitations/implications A natural progression of this study is the investigation of place brand equity by applying statistical procedures for measuring places. Due to specific locations’ (often) unfavorable and threatening reputations worldwide, the key value-drivers (government initiatives, stakeholders' perceptions, residents’ engagement, news media, social media and real data indexes) are noted as influential partakers – either separated or combined – when analyzing their brand equity. Practical implications Both proposed archetypes suggest applications for several co-creators involved in public or private places, which can be beneficial for both emerging and non-emerging countries, regions or cities. Furthermore, both may be applied to the analysis of other places (e.g. universities, schools, museums, public squares, airports, hospitals, etc.). Social implications This study may inspire planning and actions for public policies, including private partnerships, government initiatives and practical endeavors. Originality/value This is one of the first studies to perform an analysis of brand equity of places under a qualitative approach and to propose strategical frameworks for both research and practice.
27
Makarov, Pavel Yurievich, and Alexandr Efimovich Illarionov. "The role of regional administrations in improving place branding effectiveness." Journal of Place Management and Development 13, no. 4 (April 10, 2020): 409–27. http://dx.doi.org/10.1108/jpmd-06-2019-0045.
Full textAbstract:
Purpose The purpose of this paper is to study ways, which regional administrations affect place branding effectiveness. Design/methodology/approach The study was conducted based on qualitative analysis. In total, 10 place branding cases of federal subjects of Russia were considered to estimate short-, mid- and long-term effects of place brands and quality of regional administrations’ place branding process management. The information on these cases was taken and systematized from three groups of sources, namely, official information from regional administrations (including regulatory acts); scientific publications focused on the brands of selected regions; data from federal and regional news agencies. Findings It is revealed that the quality of place branding processes is positively related to the presence and power of place branding effects, while the branding budget has no observable impact on place branding. The areas of attention for regional administrations intending to develop the place brand are defined. Research limitations/implications The limitation of this study is that the chosen approach is based on secondary data on brand-management practices that are publicly available. This information is mostly fragmentary and may not provide a complete view of place branding practices. Originality/value This paper provides a view on place branding success factors from the standpoint of the quality of branding process, rather than quality of the brand itself. The role of regional administrations in this process is studied, thus proposing a basis for integrating place branding in a public administration field.
28
Aureli, Selena, and Fabio Forlani. "The importance of brand architecture in business networks." Qualitative Market Research: An International Journal 19, no. 2 (April 11, 2016): 133–55. http://dx.doi.org/10.1108/qmr-02-2016-0007.
Full textAbstract:
Purpose This study aims to understand if network brand management is a key activity in tourism business networks and how the network brand relates to the place brand and the brands of individual network members. Design/methodology/approach Preference has been given to a qualitative approach and to the use of case study methodology. Two qualitative techniques have been used: document analysis and in-depth semi-structured interviews. Findings Results indicate that network brand identity is a prerequisite for all alliances, thus confirming the brand’s aggregating role in business networks. However, the network brand is not always exploited for commercial purposes, as signalled by the few efforts in communication activities. Results also indicate that there is a strong connection between the network brand and the place, confirming that tourism businesses are intertwined on a local context and cannot avoid citing the place where they operate. Research limitations/implications Two main aspects limit the generalizability of this study. First, the empirical evidence is limited to four case studies and refers to only one country. Second, chairmen of the examined networks were interviewed without investigating the opinions of network members who may have contrasting views. Practical implications Poor brand management within the examined networks suggests that network managers should have more decision-making power. To apply concepts of brand architecture, network managers should be able to influence brand strategies of individual network members. For example, structures and processes could be created to engage all members in brand management activities like for Destination Management Organizations (DMOs) searching to increase participation of all stakeholders. Originality/value The novelty of this study is that it explores the role of brand management in networks created by partners with equal decision power. Moreover, it differs from previous research on inter-firm relations because it adopts the concept of brand consonance to evaluate if networks will succeed in the long term thanks to a proper management of the network brand.
29
Taylor, Scott, and Robin B. DiPietro. "Assessing Consumer Perceptions of Neolocalism: Making a Case for Microbreweries as Place-Based Brands." Cornell Hospitality Quarterly 61, no. 2 (November 25, 2019): 183–98. http://dx.doi.org/10.1177/1938965519889292.
Full textAbstract:
The current study considers microbrewery taproom customers’ perceptions of neolocalism and the influence that these perceptions have on relationship quality (i.e., satisfaction and trust) and the subsequent influences on place attachment and brand attachment. The current study also utilizes a discussion of neolocalism to posit that the current understanding of place-based brands should be extended to consider the social aspects related to a place. Results indicate that perceptions of neolocalism have a significant positive influence on relationship quality, and relationship quality has significant positive influences on place attachment and brand attachment. Practitioner and academic implications of the research are discussed in detail.
30
Kotler, P., and D. Gertner. "Country as brand, product, and beyond: A place marketing and brand management perspective." Journal of Brand Management 9, no. 4 (April 2002): 249–61. http://dx.doi.org/10.1057/palgrave.bm.2540076.
Full text
31
Hanna, Sonya, and Jennifer Rowley. "Place brand practitioners' perspectives on the management and evaluation of the brand experience." Town Planning Review 84, no. 4 (January 2013): 495–515. http://dx.doi.org/10.3828/tpr.2013.25.
Full text
32
Labrecque, Lauren I., Ereni Markos, Mujde Yuksel, and Tracy A. Khan. "Value Creation (vs Value Destruction) as an Unintended Consequence of Negative Comments on [Innocuous] Brand Social Media Posts." Journal of Interactive Marketing 57, no. 1 (February 2022): 115–40. http://dx.doi.org/10.1177/10949968221075820.
Full textAbstract:
Social media allows brands a place to reinforce their identities and build positive interactions with their customers. Despite all the benefits social media offers to brands, it is also is a place where consumers can post negative comments (unintended consequence #1) with the intention to cause harm (value-destruction). But could these value destruction attempts backfire, resulting in value-creation for the brand (unintended consequence #2)? Study 1 (qualitative online content analysis) uses 237 real consumer comments on brand posts to explore the initial unintended consequence—the phenomenon of consumers posting negative comments on innocuous brand posts and identifies four categorizations based on two distinct comment types (personal vs. brand) and tones (lecturing vs. mocking). Building on Study 1, Study 2a investigates how observing consumers view the four different comment categorizations identified in Study 1 and explores whether they vary in terms of their justification (i.e., justified vs. not). Study 2b identifies which categorizations impact observing consumers’ perceptions of a comment as “complaining” or “trolling”. Lastly, Study 3 utilizes an experiment to test unintended consequence #2—we find that “trolling” negative comments on innocuous brand posts can increase observing consumers’ likelihood to engage with the brand.
33
Kato, Takumi. "Brand Concept Drives Loyalty Toward Starbucks: Concept, Product, Place, and Staff in Japan." Central European Management Journal 30, no. 1 (March 15, 2022): 70–90. http://dx.doi.org/10.7206/cemj.2658-0845.70.
Full textAbstract:
Purpose: Design and UX are effective means of embodying value, but if marketers couple these with an ambiguous concept, the product/service loses its uniqueness. Starbucks exhibits strength in creating value based on concepts. Various studies report factors that contribute to brand loyalty, but the underlying idea remains unexplored. This study comprehensively verifies the contribution of four factors to Starbucks’ loyalty in Japan: concept, product, place, and staff. Methodology: Using an online survey, a question was framed about the brand image to identify loyalty-related factors, since consumers form brand image through brand experience. To avoid bias, the responses were based purely on recall. The contribution of each derived factor to loyalty was evaluated using structural equation modeling. Findings: When asked about the Starbucks brand image, respondents mostly recalled its products (related words), but the brand concept was the most effective factor for loyalty. In addition, places were more significant than products. However, product superiority was confirmed in terms of both frequency and contribution compared to place. Implications: Companies should reaffirm the importance of brand concepts. Thus, emphasis should be placed on the index of concept recall in brand management.
34
Rodrigues, Clarinda, Heather Skinner, Charles Dennis, and T. C. Melewar. "Towards a theoretical framework on sensorial place brand identity." Journal of Place Management and Development 13, no. 3 (December 11, 2019): 273–95. http://dx.doi.org/10.1108/jpmd-11-2018-0087.
Full textAbstract:
Purpose The purpose of this paper is to propose a new framework on sensorial place brand identity. Design/methodology/approach This conceptual paper draws from sensory marketing and brand identity theories to propose an integrative model to develop sensorial place brand identity. Findings By relying on a broad spectrum of the literature, the study supports the notion that sensorial place brand identity is a bottom-up approach to branding that involves several enactment stakeholders and key influences as co-creators in the process of delivering sensory place branding messages based on a strong and unique place brand identity. This leads to the presentation of a provisional framework linking sensorial place identity, experiencescapes and multisensory place brand image. Originality/value This novel approach to place brand identity follows a holistic approach by considering several enactment stakeholders and key influencers as co-creators in the process of branding a place through the senses.
35
Hanna, Sonya, and Jennifer Rowley. "Practitioners views on the essence of place brand management." Place Branding and Public Diplomacy 8, no. 2 (May 2012): 102–9. http://dx.doi.org/10.1057/pb.2012.5.
Full text
36
Melewar, T. C., and Heather Skinner. "Territorial brand management: Beer, authenticity, and sense of place." Journal of Business Research 116 (August 2020): 680–89. http://dx.doi.org/10.1016/j.jbusres.2018.03.038.
Full text
37
Taecharungroj, Viriya. "User-generated place brand identity: harnessing the power of content on social media platforms." Journal of Place Management and Development 12, no. 1 (March 4, 2019): 39–70. http://dx.doi.org/10.1108/jpmd-11-2017-0117.
Full textAbstract:
PurposeThe purpose of this paper is to use user-generated content (UGC) on social media platforms to infer the possible place brand identities of two famous metropolitan areas in Bangkok, Thailand, namely, Khaosan Road and Yaowarat (Bangkok’s Chinatown), both of which are famous for their street vendors and nightlife. These two places are interesting study sites because of recent identity conflicts among their stakeholders. The method developed in this research can help other places to better understand place brand identities and, as such, effectively plan for and manage those places.Design/methodology/approachThe author used content analysis to study 782 user-generated images on Flickr and 9,633 user-generated textual reviews of Khaosan Road and Yaowarat from TripAdvisor and Google Maps’ Local Guide. MAXQDA was used to code all the images. User-generated textual reviews were studied using Leximancer. The author also introduced a positivity of concept analysis to identify positive and negative components of place brand identity.FindingsThe author developed a place brand identity framework that includes three pillars, namely, place physics, place practices and place personality. Content analysis of the images generated 105 codes and a count of the frequency of the codes that represent place brand identity. Content analysis of textual reviews created the concepts in the three pillars and identified the positive and negative concepts for both places. The results of both image and text analyses showed that street food vending is one of the most salient components of place brand identity for both Khaosan Road and Yaowarat.Practical implicationsThe author suggested several place branding strategies for the Bangkok Metropolitan Administration such as turning Khaosan Road into a music scene for both visitors and locals, controlling excessive and aggressive commercialism, sponsoring the production of creative and authentic content, initiating a compelling online campaign that focusses on the items sold in Yaowarat, hosting a spotlight event such as a seafood festival and improving hygiene and walkability.Originality/valueBoth the advancement of digital technologies and the complexity of stakeholders create a need for empirical studies on place branding involving the participation of the widest possible range of stakeholders and studies on the influence of social media. This research is the first to use both image and text analyses to study place brand identity from UGC. The use of both analyses allows the two methods to complement one another while mitigating the weaknesses of each.
38
Mohylova, A., and V. Shcherban. "Internet technology in travel company management." ЕКОНОМІКА І РЕГІОН Науковий вісник, no. 4(75) (December 27, 2019): 100–106. http://dx.doi.org/10.26906/eir.2019.4(75).1856.
Full textAbstract:
The theoretical and methodological principles of the formation of Internet technologies in brand management are investigated. The main functions and features of the brand are identified. The place of the brand in the structure of marketing strategy is considered. Types of brand communication strategies are analyzed. The mechanism of brand management in the marketing activity of enterprises is investigated, in particular the application of modern marketing concepts in brand-oriented management. The influence of factors on the effectiveness of the brand of the company is determined. The main stages of the process of forming the brand of the company "Ai Agency" are characterized. Marketing Internet technologies of “Ai Travel Agency” LLC as a brand management tool are analyzed. There provided marketing technologies to promote their own brand.
39
Zenker, Sebastian. "Measuring place brand equity with the advanced Brand Concept Map (aBCM) method." Place Branding and Public Diplomacy 10, no. 2 (April 9, 2014): 158–66. http://dx.doi.org/10.1057/pb.2014.2.
Full text
40
Shoaib, Turki, and Ramin Keivani. "Branding the new city: exploring place branding in Saudi Arabia." Journal of Place Management and Development 8, no. 3 (October 12, 2015): 254–65. http://dx.doi.org/10.1108/jpmd-06-2015-0020.
Full textAbstract:
Purpose – This study aims to explore the development of a new city brand in Saudi Arabia. Place Branding theory is geared towards existing places and does not take into account newly developed cities. Here “Place Branding” takes on a new significance. How do we develop a brand for a city that does not yet exist? Who are the actors involved and how do they influence the process? Design/methodology/approach – The study uses discourse analysis to investigate the interplay between actors and place brand development in King Abdullah Economic City (KAEC) for two separate branding scenarios. It is further structured through the theoretical lens of actor-network theory (ANT) to take advantage of relational aspects that can lend insight on how a brand is created and enacted. Findings – Initial findings suggest that branding messages in KAEC are fragmented with little government or other stakeholder involvement leading to poor brand awareness and performance. The study also emphasises the importance of branding practices in the beginning stages of new city development. It further suggests that the message itself, the conceptual place brand, can represent a socially constructed idea or belief that can shape perceptions about the project before physical form is developed. Originality/value – The case study in Saudi Arabia will highlight the opportunities and pitfalls associated with place branding in the Middle East while comparing the findings with traditional place-branding approaches in existing cities. By contextualizing discourse analysis research within an ANT-based exploration of the KAEC brand’s gestation in Saudi Arabia, the study highlights the meaningfulness of a place brand construct in the process of city creation.
41
Lin, Chih-Pin, and Tse-Ping Dong. "The antecedents and consequences of exporting cultural products." International Marketing Review 38, no. 3 (April 1, 2021): 487–513. http://dx.doi.org/10.1108/imr-11-2019-0262.
Full textAbstract:
PurposeAlthough recent models of place branding have proposed culture as a crucial element in establishing a strong place or nation brand, the way in which cultural products influence the brand equity of other products from the same nation has not yet been studied. This study aims to argue that when a nation has strong legal institutions, as perceived by investors and managers, it offers fertile soil for cultivating cultural products that, when exported, can act as “cultural ambassadors,” promoting the country image in the minds of consumers and the value of the country's brands.Design/methodology/approachExports of cultural products are provided by UNESCO. Valuable brands are those that brand finance included in its global top 500 most valuable brands list. The rule of law is provided by the World Bank. Panel regression models are used.FindingsSupporting the hypotheses, exports of cultural products show positive effects on the value of brands from that country, and the rule of law shows positive effects on exports of cultural products.Practical implicationsPolicymakers could improve the brand value of local firms by promoting exports of cultural products. To do so, policymakers should initiate judicial reforms that strengthen the rule of law to protect contracts and property rights.Originality/valueThis study examines the hitherto underexplored effects that a country's cultural product exports have on the brand value of firms from that country. Most prior research has focused on factors affecting imports of cultural products.
42
Sellers-Rubio, Ricardo, and Juan-Luis Nicolau-Gonzalbez. "Testing the decoy effect in the presence of store brands." International Journal of Retail & Distribution Management 43, no. 2 (February 9, 2015): 113–25. http://dx.doi.org/10.1108/ijrdm-07-2013-0144.
Full textAbstract:
Purpose – The purpose of this paper is to test decoy effect in the framework of sales promotion, by conducting several experiments to figure out how this decoy effect is influenced by the presence or absence of a store brand. Design/methodology/approach – Several experiments have been conducted to test the validity of the decoy effect and rule out some explanations for the changes in demand that take place. The experiments consider three brands (two national brands and one store brand). All the brand names and prices employed in the experiment are real. Findings – The results indicate that, as expected, the inclusion of a decoy in the choice set significantly increases the consumer’s relative preference for the promoted product; however, more importantly, the results also show that store brand consumers are more influenced by a decoy than national brand consumers. Originality/value – This paper presents the first evidence of the decoy effect in the presence of store brands.
43
Papadopoulos, Nicolas, Mark Cleveland, Boris Bartikowski, and Attila Yaprak. "Of countries, places and product/brand place associations: an inventory of dispositions and issues relating to place image and its effects." Journal of Product & Brand Management 27, no. 7 (November 19, 2018): 735–53. http://dx.doi.org/10.1108/jpbm-09-2018-2035.
Full textAbstract:
Purpose This study focuses on an inventory and typology of consumer dispositions towards “place” and relates it to the underlying theories, inputs and outcomes of place images and attitudes, aiming to unclutter a crowded research landscape by providing a holistic perspective of product/brand place associations. Design/methodology/approach The paper draws on extant literature to identify, analyze and discuss the consumer dispositions, theories and other elements related to place. Findings In total, 32 dispositions, 10 inputs to image formation, 28 permutations that complicate the understanding of place images, and 18 outcomes are discussed, providing a comprehensive perspective of the images of, and behaviours towards, various types of places from neighbourhoods to countries and beyond. Research limitations/implications Of the large number of constructs and combinations among them that are discussed, some have been studied fairly extensively, but most comprise “the road(s) less travelled”. The paper identifies relevant research gaps and numerous opportunities for new research. Practical implications Managers are aware and act upon some of the inventoried dispositions but can benefit by considering the complete array of constructs and concepts that are discussed. Social implications Individuals’ dispositions towards various places help to shape their self and social identities and are important in their daily life and consumption behaviour. Originality/value The study brings together for the first time a complete inventory of place-related dispositions alongside a wide range of related theories and concepts, thus advancing our knowledge of the nature and role of the country and other place-related images of products and brands.
44
Davis, Scott. "Implementing your BAM2 strategy: 11 steps to making your brand a more valuable business asset." Journal of Consumer Marketing 19, no. 6 (November 1, 2002): 503–13. http://dx.doi.org/10.1108/07363760210444878.
Full textAbstract:
Businesses are becoming more sophisticated about brand, its value and its role as a crucial driver of business success. But what do they need to put in place to realize the benefits of brand as an asset? In the previous issue, the author looked at the philosophy behind brand asset management. This article continues the discussion with an 11‐step approach to putting a brand asset management strategy in place, from developing a brand vision for the organization to the need to establish a brand‐based business culture.
45
Jara, Magali, Gérard Cliquet, and Isabelle Robert. "A comparison between economic and organic store brands." International Journal of Retail & Distribution Management 45, no. 12 (December 11, 2017): 1298–316. http://dx.doi.org/10.1108/ijrdm-07-2016-0107.
Full textAbstract:
Purpose The purpose of this paper is to tackle the issue of store brand equity by considering two store brand’s positioning strategies: those with high perceived added value (the organic store brands), as opposed to economic brands. It takes place in the current environmental considerations showing the important role played by the packaging in determining the store brand equity. Design/methodology/approach A PLS Path model divided into four sub-models enables the authors to make specific predictions about customers’ purchase intentions. It also provides a concise operational calculation of the brand equity of each studied store brand. Findings Results show that economic brands build their equity with reinforced packaging, and organic brands maximise their brand equity by using simple packaging. In general, reinforced packaging improves the perceived quality of economic store brands but destroys that of organic brands. The calculations of overall equity scores for each studied store brand reveal that economic brands could benefit from further development whilst organic brands already maximise their equity. Practical implications Results will enable large retailers to develop effective campaigns focussing on perceived quality and more specifically by designing packaging that are suitable for the positioning of their brands – a simple packaging for organic brands and a reinforced packaging for economic brands to maximise customers’ value. Originality/value This is one of the first studies to deepen the store brand equity, comparing two contrasting types of brands, by studying specifically variations of the levels of customers’ perceived quality depending of two types of packaging.
46
Zenker, Sebastian, and Suzanne C. Beckmann. "My place is not your place – different place brand knowledge by different target groups." Journal of Place Management and Development 6, no. 1 (March 8, 2013): 6–17. http://dx.doi.org/10.1108/17538331311306078.
Full text
47
Geissinger, Andrea, and Christofer Laurell. "Tracing brand constellations in social media: the case of Fashion Week Stockholm." Journal of Fashion Marketing and Management: An International Journal 22, no. 1 (March 12, 2018): 35–48. http://dx.doi.org/10.1108/jfmm-12-2016-0115.
Full textAbstract:
PurposeThe purpose of this paper is to explore the effects of fashion weeks on brand constellations of participating fashion companies in social media.Design/methodology/approachThe study analyses how brand constellations take form for seven Swedish fashion companies before, during and after Fashion Week Stockholm. In total, 3,449 user-generated contents referring to the sampled brands were collected and analysed.FindingsOn average, brand constellations of participating companies are increasingly incorporating other participating brands as a result of the fashion week. Based on the presented results, four brand constellation outcomes for participating fashion companies are identified: brand constellation amplification, concentration, division and dilution.Research limitations/implicationsAs this paper is focussed on the Swedish market, additional results from fashion weeks taking place in other cities would be beneficial to verify the four brand constellation outcomes.Practical implicationsThe results question the resilience of professionally curated brand constellations due to the emergence of user-driven constellations that also shape the position of fashion brands. Therefore, this development can potentially have a considerable impact on often carefully orchestrated brand positioning strategies executed by fashion companies.Social implicationsDigitally fuelled interdependences of brand constellations by professionals and consumers attest to the dilution of borders between consumers and producers.Originality/valueThis paper contributes to the field of fashion marketing and management by identifying four different brand constellation outcomes in social media for participating fashion companies as a result of fashion weeks and how to managerially handle these respective outcomes.
48
Shin Legendre, Tiffany, Rodney Warnick, and Melissa Baker. "The Support of Local Underdogs: System Justification Theory Perspectives." Cornell Hospitality Quarterly 59, no. 3 (December 25, 2017): 201–14. http://dx.doi.org/10.1177/1938965517748773.
Full textAbstract:
Despite the copious anecdotal evidence available, research only recently examines the multidimensional dynamics associated with underdog brands and their essential, complex place in the business world. This research seeks to better conceptualize, operationalize, and refine the theories and constructs surrounding underdogs. The study conducts two 2 × 2 × 2 quasi-experimental between-subjects design studies to fulfill these objectives. Study 1 is designed to confirm that brand localness needs to be separated from underdog concepts as both brand cues distinctively prompt customers’ purchase activism depending on their political orientations. Study 2 extends the system justification theory by replicating Study 1 using a different context and refining control variables to better understand other potential explanations of customer behavior toward underdog/localness brand cues. The results indicate that brand positioning status and brand localness both have main effects on intent to purchase and willingness to pay a price premium. Furthermore, results find political orientation is an important moderator in determining whether customers purchase underdog brands.
49
Braun, Erik, Jasper Eshuis, and Erik-Hans Klijn. "The effectiveness of place brand communication." Cities 41 (December 2014): 64–70. http://dx.doi.org/10.1016/j.cities.2014.05.007.
Full text
50
Elliot, Statia J. "Towards Effective Place Brand Management: Branding European Cities and Regions." Annals of Tourism Research 38, no. 3 (July 2011): 1210–11. http://dx.doi.org/10.1016/j.annals.2011.04.013.
Full text