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Towards a model of the Place Brand Web

Hanna, S. and Rowley, J. (2014) Towards a model of the Place Brand Web. Tourism Management, 48. pp. 100-112. DOI: 10.1016/j.tourman.2014.10.012

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Abstract

This article contributes to theory concerning the relationships between the brands associated with a place, through a two-stage mixed method study involving interviews with place brand practitioners and web content analysis. The article, first reports on the challenges associated with managing place brand relationships and, then, discusses various aspects of the brand webs associated with places. On this basis, the article proposes, exemplifies and discusses the Place Brand Web Model. This model, which responds to the complex nature of the relationships between the brands associated with a place, is presented in two instantiations, the DMO perspective, and the more generalised perspective that views brands with associations with a place as contributing to the co-creation of the perceptual entity, THE Place Brand. The model is exemplified and discussed and with reference to a major UK city.

Item Type: Article
Subjects: Research Publications
Departments: College of Business, Law, Education and Social Sciences > Bangor Business School
Date Deposited: 12 May 2015 02:52
Last Modified: 25 Nov 2016 03:14
ISSN: 0261-5177
URI: http://e.bangor.ac.uk/id/eprint/3863
Identification Number: DOI: 10.1016/j.tourman.2014.10.012
Publisher: Elsevier
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