Marketing countries, places, and place-associated brands : identity and image

著者

    • Papadopoulos, N. G. (Nicolas G.)
    • Cleveland, Mark

書誌事項

Marketing countries, places, and place-associated brands : identity and image

edited by Nicolas Papadopoulos, Mark Cleveland

Edward Elgar Publishing, 2021

  • hbk.

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内容説明・目次

内容説明

This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the 'country' and 'place' silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions. Chapters explore interdependencies among residents, visitors, brand managers, and consumers; image effects of place and social identity, cross-border acquisitions, popular culture exports, and sporting mega-events; country-of-origin research, cross-cultural consumer behaviour, international marketing, destination branding, and brand modelling; and cutting-edge methodological approaches and managerial best practices in place marketing. The book's interdisciplinary know-how and approach makes it an invaluable and comprehensive reference for researchers, managers, consultants, and students alike, in areas from marketing, place management, international business, and tourism to communications, social psychology, urban geography, and regional economics.

目次

Contents: Introduction: the 'country' vs. 'place' and 'marketing' vs. 'branding' conundrum 1 Nicolas Papadopoulos and Mark Cleveland PART I 'BIRDS OF A FEATHER, ALL OVER THE PLACE': MY NEIGHBOURHOOD, MY TOWN, MY COUNTRY 1 Conceptions of place: from streets and neighbourhoods to towns, cities, nations, and beyond 9 Gary Warnaby and Dominic Medway 2 Place brands: why, who, what, when, where, and how? 26 Mihalis Kavaratzis and Magdalena Florek 3 Will the twain ever meet? 'Place' vs. 'country' in research and practice 40 Nicolas Papadopoulos and Mark Cleveland 4 Six propositions for place marketing: a critical discussion of the current state of our field 63 Sebastian Zenker PART II 'A CASE OF MISTAKEN IDENTITY?': RESIDENTS AND IDENTITY POLITICS IN PLACE AND SPACE 5 In search of a place brand identity model 77 Magdalena Florek 6 From participation to transformation: the multiple roles of residents in the place brand creation process 97 Alia El Banna and Ioana S. Stoica 7 Peoplescapes and placemaking in a multicultural world: residents' identity, attachment, and belonging 114 Andrea Insch 8 The fabric of person-place-time: what metaphors from outer space can teach us in place branding 135 Mark Cleveland and Nicolas Papadopoulos PART III 'A PLACE IS WORTH A THOUSAND WORDS': A SMORGASBORD OF COUNTRY IMAGES AND EFFECTS 9 'New perspectives welcome': a case for alternative approaches to country of origin effect research 158 Mikael Andehn and Jean-Noel Patrick L'Espoir Decosta 10 The effects of stereotyping on place/country image perceptions 174 Peter Magnusson and Stanford A. Westjohn 11 Consumer dispositions and product connections to places: from parochialism to cosmopolitanism and beyond 192 Mark Cleveland, Nicolas Papadopoulos, and Boris Bartikowski 12 Country of origin cues in advertising: theoretical insights and practical implications 212 Fabian Bartsch and Katharina Petra Zeugner-Roth 13 Cross-border acquisitions and offshoring strategies: the effects on country/place image and reputation 228 Michela Matarazzo PART IV 'HERE, THERE, AND EVERYWHERE': ADVANCES, ADVERSITIES, APPLICATIONS, AND ASSOCIATIONS IN 'COUNTRY' AND 'PLACE' MARKETING 14 The role of advertising in place branding 247 Rick T. Wilson 15 Place branding as an instrument in strategic spatial planning: insights from urban regions in Western Europe and North America 265 Eduardo Oliveira and Anna M. Hersperger 16 Popular culture and place-associated products in country image 282 Candace L. White 17 Understanding 'public diplomacy', 'nation branding', and 'soft power' in showcasing places via sports mega-events 298 Nina Kramareva and Jonathan Grix 18 Place branding for sustainable development: the role of tourism in sustainable place branding strategies 319 Anette Therkelsen, Laura James, and Henrik Halkier 19 Place branding practice and scholarship: where we are and whither we may be going 337 Robert Govers Epilogue: 'Between a rock and a hard PLACE' 342 Mark Cleveland and Nicolas Papadopoulos Index 350

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