On the role of internal stakeholders in place branding

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Homayoun Golestaneh ◽  
Manuela Guerreiro ◽  
Patrícia Pinto ◽  
Seyed Hashem Mosaddad
Keyword(s):  
Place Branding ◽  
Active Engagement ◽  
Conceptual Frameworks ◽  
Transdisciplinary Approach ◽  
Internal Branding ◽  
Global Databases ◽  
Content Type ◽  
Bibliographic Data ◽  
Internal Stakeholders

Purpose Although place branding (PB) has been researched and practised for several years, the number of studies examining the role of internal stakeholders is still limited. The purpose of this paper is to identify the internal stakeholders associated with PB and particularly, the roles they play in such a process. Design/methodology/approach Through a systematic literature review in four major global databases, 55 qualified research studies on PB were identified and thoroughly reviewed. Selected studies were examined, analysed and classified according to five categories: bibliographic data, methodologies adopted, conceptual frameworks, empirical foundation and stakeholders’ relevance. Findings This study shows no existing consensus over the type/role of internal stakeholders in PB research. The findings indicate different methodologies, conceptual frameworks and branding approaches, as well as various empirical foundations in the reviewed studies. The results highlight the significance of internal stakeholders’ influence over PB and their roles in the process. The findings also underline the need for strategies that prioritise stakeholders’ social interactions, collective experiences and affective engagement to develop an inclusive place brand. Practical implications This study provides an alternative perspective that underlines the development of inclusive PB frameworks by providing stakeholders with motivational and emotional incentives, capturing their creativity and imagination and encouraging them to participate in the process. Such frameworks entail a transdisciplinary approach to PB as a dynamic process that depends on all internal stakeholders’ active engagement. Originality/value This review offers an in-depth perspective on relevant internal stakeholders and their roles in PB. The study further scrutinises the three most related research topics on internal stakeholders, including co-creation, internal branding and participatory PB.

scholarly journals Building brands through internal stakeholder engagement and co-creation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bill Merrilees ◽  
Dale Miller ◽  
Raisa Yakimova
Keyword(s):  
Structural Equation ◽  
Nonprofit Sector ◽  
Active Role ◽  
Social Implications ◽  
Internal Branding ◽  
Content Type ◽  
Brand Advocacy ◽  
Internal Stakeholder ◽  
Internal Stakeholders

Purpose The purpose of this paper is to better understand the voice of the internal stakeholder in a way that emphasizes the internal stakeholder as an active force and decision maker in brand co-creation, as part of the new emerging paradigm of internal branding. The main aim is to understand the active role of volunteers in internal branding that is in the co-creation of value. A subsidiary aim is to understand why some volunteers engage deeply and seriously in a nonprofit organization while other volunteers seem less connected? Design/methodology/approach A conceptual framework incorporates several motivators to volunteer-led co-creation. A quantitative, co-variance-based structural equation modelling approach is used on survey data of a sample of 357 volunteers from 14 organizations in the Australian nonprofit sector. Findings The research findings contribute to the newly emerging internal branding literature focusing on the active co-creation role of internal stakeholders. The main drivers of volunteer co-creation are volunteer engagement, commitment, altruism, values-congruency and brand reputation. Different explanatory mechanisms/motivators apply to each type of volunteer-led co-creation. In a major initiative, the paper demonstrates linkages across the different types of co-creation, with a foundation/pivotal role for one particular type of co-creation, namely, enhanced client-based solutions. Research limitations/implications The research is restricted to the public sector and further research is needed to test applicability to the private sector. Future studies could continue the initiative in the current study to explore the linkages across co-creation types. Practical implications Implications depend on which type of co-creation is targeted. Enhancing client-based solutions co-creation requires a very strong role for engaged volunteers. Innovation co-creation requires both engaged volunteers and a propensity to co-create by enhancing client-based solutions. Brand advocacy co-creation is driven by volunteer commitment, altruism and a propensity to co-create innovation. Social implications A non-profit context ensures major social implications. Originality/value The study operationalizes the Saleem and Iglesias (2016) new internal branding paradigm framework by demonstrating that brands are built organically by interacting and engaging with internal stakeholders (volunteers in this instance), which, in turn, inter alia, motivates co-creation by such internal stakeholders.

Cooperative behaviour and place branding: a longitudinal case study in Italy

2016 ◽  
Vol 19 (2) ◽  
pp. 156-172 ◽  
Author(s):  
Chiara Rinaldi ◽  
Alessio Cavicchi
Keyword(s):  
Geographical Area ◽  
Place Branding ◽  
Cooperative Behaviour ◽  
Longitudinal Case Study ◽  
Case Study Methodology ◽  
Content Type ◽  
Study Methodology ◽  
As Relationship

Purpose This paper aims to understand the motivations driving cooperative behaviour between heterogeneous stakeholders in place-branding activities, focusing on contract-based and relation-based cooperation constructs. Design/methodology/approach The longitudinal case study method is used to help understanding how the investigated network has evolved over four years from an attempt to build a regional umbrella-brand to a network contract between 13 enterprises. Findings The findings suggest that the relationships of trust and shared values among stakeholders are essential to foster cooperation, but also that contract-based governance complements a relation-based governance, enhancing the performance of the alliance. Research limitations/implications The main limitation is related to the case study methodology, as results are strongly dependent on the specific characteristics of the stakeholders and the geographical area analysed. Social implications The role of stakeholders in building a place brand is increasingly important. When analysing cooperative behaviour drivers, more attention should be paid to such intangible assets as social, human, relational and organisational capital. Originality/value This longitudinal case study emphasises that for success in place-branding activities, contract-based cooperation can be particularly useful at the beginning of a network alliance, while relation-based cooperation ensures the strength and continuity of the partnership but it takes time to develop. Responsible leaders, working as relationship facilitators/enablers, are important to keep network members engaged, by creating trust and favouring mutual beneficial relationships between stakeholders.

scholarly journals The voice of dwellers – developing a place brand by listening to its residents

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ulla Hakala
Keyword(s):  
Decision Making ◽  
Conceptual Development ◽  
Place Branding ◽  
Research Area ◽  
Content Type ◽  
Case Examples ◽  
Face To Face ◽  
Decision Making Processes ◽  
E Mail

Purpose Listening to the customers has long been a key phrase and success element in product branding. This paper aims to highlight the importance of listening to residents during the branding of a place. The study explores ways of listening to residents to ensure they are heard and also discusses the challenges and benefits related to place branding flowing from having residents participate in decision-making processes. Design/methodology/approach Listening to residents and offering opportunities to participate requires place branders to fully attend to, comprehend and respond to residents’ comments, requests, ideas and feedback. This study reports on how two Nordic cities – Turku and Helsinki – listen to their residents. The data used comprise face-to-face interviews, telephone and e-mail conversations and documentary material. Findings Residents should not be considered as one homogeneous target; participation options and channels should be adapted to the demographics and geographic issues of the different regions and resident groups. Research limitations/implications The role of residents and the importance of listening are crucial features in the emerging concept of inclusive place branding (Kavaratzis et al., 2017); its future conceptual development could benefit from the case examples at hand. Practical implications City authorities should listen to residents and provide them with opportunities to actively contribute to decision-making. Other cities could learn from the examples introduced in the paper. Originality/value This paper documents two Nordic examples of cities putting into practice a policy of listening to the residents, a previously neglected research area.

Figures in the carpet of branding

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Stephen Brown
Keyword(s):  
Subject Matter ◽  
Design Methodology ◽  
Services Marketing ◽  
Cautionary Note ◽  
Internal Branding ◽  
Content Type ◽  
Figures Of Speech ◽  
Analytical Tools

PurposeMany have noted the role of metaphor in branding understanding. More than mere decorative frills, tropes play a fundamental, foundational part in the process. The purpose of this comment is to consider some of the branding's core conceits and classifies them for scholarly convenience.Design/methodology/approachMetaphors, first and foremost, are figures of speech not analytical tools or techniques. Accordingly, the commentary adopts an appropriate literary approach to its subject matter. Reflective for the most part, it seeks to deconstruct and reconstruct simultaneously. Suggestion not stipulation is the aim.FindingsAfter scrutinising branding's figurative landscape, then focussing on several promising analogies, the commentary concludes with a cautionary note concerning internal branding. Metaphor is not all fun and games, nor the be all and end all of branding understanding.Originality/valueServices marketing possesses two powerful and deeply entrenched tropes – relationships and dramaturgy. Although this comment touches on both, particularly the former, it points out the plethora of figurative possibilities, some fresh, others familiar, that are available to brand managers and researchers both.

scholarly journals The influence of a country’s brands and industry on its image

2020 ◽  
Vol 55 (1) ◽  
pp. 27-62
Author(s):  
Carmen Lopez ◽  
George Balabanis
Keyword(s):  
Experimental Studies ◽  
Place Branding ◽  
Product Category ◽  
Schema Theory ◽  
Experimental Methodology ◽  
Cross Sectional ◽  
Economic Dimension ◽  
Content Type ◽  
The Uk

Purpose Extant research has largely treated country image (CI) as an exogenous variable, focusing mostly on its consequences for consumers’ evaluations and purchases of products or brands originating from a country. Scant research has examined the instrumental role of a country’s brands and products in the evaluations of CI. This study aims to investigate how the brands of a country contribute to CI ratings and the conditions underlying their effect on CI. Design/methodology/approach Three experimental studies test the hypotheses, one pertaining to the effect of brands on CI (N = 227), the second to the effect of products on CI (N = 116) and the third to the effect of brands and products on industry image (N = 215). The experimental approach overcomes the limitations of cross-sectional surveys commonly used in CI studies to detect the direction of the observed effects. Furthermore, respondents (British consumers) were allowed to determine the brands and products associated with a country. Findings Drawing on memory schema theory, across three studies, the authors identify two types of reverse inferences: from brand to CI and from product category to CI. The reverse inference from a brand to a superordinate image is stronger for industry image than for CI. Research limitations/implications This research focuses on consumers’ evaluations from only one country (the UK). Further research could replicate the studies across different countries and with different countries of origin (COOs). Researchers could also examine the influence of brands misidentified with the wrong COO and mistakenly stored as such in consumers’ memories. Practical implications The results are relevant for managers and consultants working with country- (place-) branding campaigns. Brands and industries can help strengthen the evaluations of the economic dimension of different countries; however, these assets are underdeveloped in country-branding campaigns. Linking countries with brands and industries in campaigns could result in positive associations, which, in turn, could enhance the reputational rating of the countries. Originality/value This research extends previous studies on the effects of a country’s products and brands on CI by incorporating the mediating role of industry image between brands/products and CI, separating the effects of brand and product category on CI, allowing consumers to determine, which brands and products are associated with a country and adopting an experimental methodology to ascertain the causal direction of the effects.

Place branding and local food souvenirs: the ethical attributes of national parks’ brands

2020 ◽  
Vol 13 (2) ◽  
pp. 163-175
Author(s):  
Lucia Pizzichini ◽  
Valerio Temperini ◽  
Gian Luca Gregori
Keyword(s):  
National Parks ◽  
Small Businesses ◽  
National Park ◽  
Local Food ◽  
Place Branding ◽  
Food Products ◽  
Communication Tool ◽  
Content Type ◽  
Tourist Destinations

Purpose This paper aims to identify what ethical attributes tourists associate with national parks’ brands shown on food souvenir labels and the influence of such attributes on purchase motivations. Design/methodology/approach An exploratory study was carried out involving a total of 102 Italian tourists, who were interviewed at two different souvenir shops in Italy. Respondents were first asked to describe what images and values they were associating with the visited Italian National Park. The second level of questions related to the association of food products with national parks and the purchase motivations of food products branded with the national park’s label. The ethical attributes associated with the national parks’ brands and their relevance in purchase motivations were detected and analyzed through content analysis. Findings The analysis of the national park brand allows highlighting the food souvenir role in communicating ethical values that influence the perceived quality of food as well as tourists’ purchase motivations. The analysis reveals interesting implications for the enhancement of local productions in tourist destinations, more specifically, how the place brand can act as a valuable communication tool. Particular attention is given to the crucial role that national parks’ brands play in strengthening the value proposition of small businesses located within parks. This vision must be implemented from the perspective of mutual promotion of local food and tourism in these parks. Originality/value The results of this paper contributed to the literature by filling the gap regarding the role of place brands in promoting food souvenirs.

What’s love got to do with it? Place brand love and viral videos

2019 ◽  
Vol 30 (1) ◽  
pp. 23-43 ◽  
Author(s):  
Carola Strandberg ◽  
Maria Ek Styvén
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Place Branding ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Cultural Aspects ◽  
Place Brand

Purpose The purpose of this paper is to explore the role of brand love in place brand communication by incorporating potential antecedents and behavioral outcomes of place brand love in a social media setting. Design/methodology/approach Data were gathered from 281 residents and visitors of a place through an online survey focusing on a place brand video. Structural equation modeling was employed to examine the research model. Findings Results show that place brand love has a strong direct relationship with positive word of mouth (WOM), and an indirect effect on intention to share the place brand message. Self-expressiveness of the place brand message also seems to influence place brand love as well as intention to share the message. Research limitations/implications The role of self-related concepts and brand love to a place has theoretical implications for research in place branding and electronic word of mouth. The study has limitations to its generalizability in terms of cultural aspects and sample representativeness. Practical implications Place marketers need to successfully reflect the self-concept of key stakeholders in communication messages in order to increase the probability that recipients will engage in positive WOM and share the message. Originality/value Research on place brand love is scarce and previous studies have focused solely on brand love in connection to tourists. The main contribution of the current study is the exploration of the role of brand love in connection to residents, who are vital co-creators of the place brand.

Toponyms as carriers of heritage: implications for place branding

2015 ◽  
Vol 24 (3) ◽  
pp. 263-275 ◽  
Author(s):  
Ulla Hakala ◽  
Paula Sjöblom ◽  
Satu-Paivi Kantola
Keyword(s):  
Design Methodology ◽  
Place Branding ◽  
Content Type ◽  
Name Change ◽  
Home Town ◽  
Final Sample ◽  
Place Brand ◽  
Large Survey ◽  
Practical Implications

Purpose – The purpose of this paper is to analyse the role of a place’s name as the carrier of identity and heritage from the residents’ perspective. The authors assess the extent to which names of municipalities carry the place’s heritage, and how this can further be transferred to the place brand. The context is a situation in which a municipality changes its name, or is at the risk of doing so, as a result of municipal consolidation. Design/methodology/approach – The authors conducted a large survey in the south-western Finland in spring 2013. The survey questionnaire was posted to 5,020 randomly selected residents, and the final sample comprised 1,380 recipients. The authors offer a framework for operationalising place heritage, comprising four components: history, place essence, symbols and residential permanence. Findings – Most respondents attached importance to the name of their home town. The majority also felt that a name change would mean losing part of the place’s history. A strong place heritage proved to correlate positively with the importance of the municipality name. Practical implications – The developed framework for place heritage can serve as a tool for place branding studies and practical place branding. A stable name has an essential role in branding places. The authorities should understand the crucial relationship between place name, heritage and identity, and their importance to the residents. Originality/value – To the authors’ knowledge, this study is the first to report empirical research on the relation between place names and place branding from the heritage perspective.

Gender roles and customer organisational citizenship behaviour in emerging markets

2017 ◽  
Vol 32 (8) ◽  
pp. 503-517 ◽  
Author(s):  
Jessica Sze Yin Ho ◽  
Sanjaya S. Gaur ◽  
Kok Wai Chew ◽  
Nasreen Khan
Keyword(s):  
Emerging Markets ◽  
Emerging Market ◽  
Willingness To Participate ◽  
Content Type ◽  
Internal Customers ◽  
Level Of Satisfaction ◽  
Voluntary Commitment ◽  
Internal Stakeholders ◽  
The Relationship

Purpose Organisational citizenship behaviour (OCB) entails employees’ voluntary commitment to an organisation beyond their contractual responsibilities and has been found to be contributing to an organisation’s success. While the roles of gender and OCB exhibited by employees (as internal stakeholders) are documented, the role of gender in OCB by customers (as external stakeholders) of an organisation, especially within the context of emerging markets, is not found, therefore necessitating further studies. This research aims at bridging this research gap. Design/methodology/approach In total, 203 male and 194 female customers representing the young working professionals segment rated their level of satisfaction with the relationship that they had with their banking website. They also indicated their willingness to participate in different dimensions of OCB. Findings Generally, both men and women, who are satisfied with the relationship that they have with the organisation, indicated their willingness to contribute to the organisation by displaying OCB. Contrary to past studies, where women at workplace were reported to be more likely to participate in OCB, the findings from the customer’s perspective revealed that men are more likely to engage in OCB. Research limitations/implications The results indicated that OCB is not limited to internal customers (employees) but could also be expanded to external customers. The stereotypes causing females to be perceived as stronger OCB contributors may not remain constant in all types of circumstances. Originality/value To the best of the authors’ knowledge, this appears to be the first study to establish the gender role in OCB from the customer’s perspective in the context of an emerging market.

Exploring the role of motivational cultural intelligence in SIE women’s adjustment

2016 ◽  
Vol 4 (2) ◽  
pp. 131-148 ◽  
Author(s):  
Riana Schreuders-van den Bergh ◽  
Yvonne Du Plessis
Keyword(s):  
Cultural Intelligence ◽  
Cultural Adjustment ◽  
Future Research ◽  
Specific Reference ◽  
Motivational Strategies ◽  
Conceptual Frameworks ◽  
Content Type ◽  
Purposive Sample ◽  
Motivational Cultural Intelligence

Purpose – The purpose of this paper is to explore and discuss the role of motivational cultural intelligence and its related strategies in the experiential learning and cross-cultural adjustment of self-initiated expatriate (SIE) women. Design/methodology/approach – Interactive qualitative analysis (IQA) was the design and process used for this research. Two IQA focus groups were conducted with a non-probability purposive sample of 21 SIE women, aged between 26 and 53 who were living and working in the Netherlands at the time of the research. Participants were invited to brainstorm about their adjustment experience and actively construct a framework of their adjustment experiences. Findings – Evidence is provided for the role of motivational CQ, with specific reference to reinvention, self-efficacy and goal-setting as motivational strategies, in the successful adjustment of SIE women. Conceptual frameworks of the cyclical learning process and motivational strategies with choice as a moderator in the process, have been developed. Three propositions for future research are also presented. Originality/value – This study represents an under-researched group and proposes conceptual frameworks for understanding the complex, multidimensional process of SIE women adjustment and the role of motivation, from a participant perspective.

Sign in / Sign up

Export Citation Format

Share Document