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A Practitioner-Led Strategic Place Brand-Management Model

Hanna, S. and Rowley, J. (2011) A Practitioner-Led Strategic Place Brand-Management Model. In: Proceedings of the Academy of Marketing Conference 2011: Marketing Field Forever, Academy of Marketing, Liverpool. July 2011.

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Abstract

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.

Item Type: Conference or Workshop Item (UNSPECIFIED)
Subjects: Research Publications
Departments: College of Business, Law, Education and Social Sciences > Bangor Business School
Date Deposited: 24 Sep 2015 02:15
Last Modified: 19 Nov 2015 03:47
URI: http://e.bangor.ac.uk/id/eprint/5413
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