Place branding: creating self‐brand connections and brand advocacy
Place branding: creating self‐brand connections and brand advocacy
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DOI：
10.1108/10610421211276259
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发表时间：
2012-10
影响因子：
5.6
通讯作者：
Elyria A. Kemp;Carla Childers;Kim H. Williams
中科院分区：
文献类型：
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作者：
Elyria A. Kemp;Carla Childers;Kim H. Williams
目的——本研究的目的是研究如何将品牌理论应用于场所品牌。它旨在研究内部利益相关者，特别是城市居民，如何在品牌建设过程中发挥基础作用。设计/方法论/途径——开发了一个具有品牌文献理论基础的概念模型，以阐明城市品牌背景下自我品牌联系和品牌宣传的前因。然后使用结构方程分析对美国城市的居民样本进行测试，该城市采取了文化/娱乐的方式进行品牌建设。研究结果——研究结果表明，品牌联想，包括对城市品牌建设的态度、品牌的感知质量和品牌的独特性，对于城市居民的品牌建设和定位工作至关重要。当存在强大的品牌联想时，居民可能会与品牌建立这样的联系，使其反映...
Purpose – The purpose of this research is to investigate how branding theories can be applied to place branding. It aims to examine how internal stakeholders, specifically a city's residents, are fundamental in the brand‐building process.Design/methodology/approach – A conceptual model with a theoretical basis in the branding literature is developed to illuminate the antecedents of self‐brand connection and brand advocacy in the context of city branding. The model is then tested using structural equation analysis on a sample of residents from an American city that has taken a cultural/entertainment approach to its branding efforts.Findings – Findings indicate that brand associations, including attitude toward the branding efforts of the city, perceived quality of the brand and the uniqueness of the brand, are crucial in the branding and positioning efforts of a city to its residents. When strong brand associations exist, residents may develop such a connection to the brand that it becomes reflective of th...