Brand orientation and the voices from within

被引：22

作者：

Baxter, Jessica ^{[1
]}

Kerr, Greg ^{[2
]}

Clarke, Rodney ^{[3
]}

机构：

[1] Univ Wollongong, Wollongong, NSW, Australia

[2] Univ Wollongong, Dubai, U Arab Emirates

[3] Univ Wollongong, SMART Infrastruct Facil, Collaborat Lab Co Lab, Wollongong, NSW, Australia

来源：

JOURNAL OF MARKETING MANAGEMENT | 2013年 / 29卷 / 9-10期

关键词：

brand orientation; place marketing; place branding; identity; brand identity;

D O I：

10.1080/0267257X.2013.803145

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This work adds to the brand orientation literature by showing that while brand strategies may sometimes be aspirational, multiple identities exist which may either challenge or support a brand. In this place branding study, in-depth interviews of local residents reveal the existence of multiple place identities as well as how these identities relate to a place brand strategy. A framework is provided which illustrates how longitudinal identity studies can be a useful way to assess changes to place identities and the internal effectiveness of brand implementation. It is proposed that the functional communication-based research approach together with the novel framework developed in this study has relevance to the brand orientation of corporations, as it does for places.

引用

页码：1079 / 1098

页数：20