A Practitioner-Led Strategic Place Brand-Management Model
Allbwn ymchwil: Cyfraniad at gynhadledd › Papur
This paper reports a qualitative research study on the process of strategic place brand
management. Building on the previously published theoretical model of strategic place brand
management by the authors, this study uses semi-structured interviews with 15 place
branding practitioners working in different geographical locations to confirm the components
of strategic place brand management and to explore the relationships between those
components. This is the first empirical study to consider place branding across a number of
different locations, and also makes a valuable contribution in a field in which many of the
main theoretical models have not been empirically tested. The research confirms the
components of the earlier theoretical model, but suggests that relationships between
components may be context dependent. The study makes managerial contributions by
offering a refined, holistic and new practitioner lead strategic place brand management model
to help those embarking on the process move through a systematic and effective place
branding approach.
Iaith wreiddiol | Saesneg |
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Statws | Cyhoeddwyd - 5 Gorff 2011 |
Digwyddiad | Proceedings of the Academy of Marketing Conference 2011: Marketing Field Forever, Academy of Marketing, Liverpool. July 2011 - Hyd: 3 Ion 0001 → … |
Cynhadledd
Cynhadledd | Proceedings of the Academy of Marketing Conference 2011: Marketing Field Forever, Academy of Marketing, Liverpool. July 2011 |
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Cyfnod | 3/01/01 → … |