Structural Relationships among Place Brand Complexity, Place Satisfaction, Place Identity, Place Commitment, and Word of Mouth: A Sample of Gwangju Metropolitan City

2021 ◽  
Vol 45 (5) ◽  
pp. 101-119
Author(s):  
Seung-Hoon Han
Keyword(s):  
Word Of Mouth ◽  
Place Identity ◽  
Metropolitan City ◽  
Structural Relationships ◽  
Place Brand ◽  
Place Satisfaction

A deliberately emergent strategy – a key to successful city branding

2015 ◽  
Vol 8 (2) ◽  
pp. 90-102 ◽  
Author(s):  
Janne Lindstedt
Keyword(s):  
Place Branding ◽  
Place Identity ◽  
Point Of View ◽  
City Branding ◽  
Content Type ◽  
Emergent Strategy ◽  
Branding Strategies ◽  
Local Stakeholders ◽  
Place Brand

Purpose – The paper aims to address a neglected issue in the literature on place brand co-creation, namely, the strategic planning of the branding process. Furthermore, the paper demonstrates the benefits of a deliberately emergent strategy. Design/methodology/approach – A qualitative case study focusing on Turku, Finland, supports the development of the argument. In this study, branding of Turku is examined both during the European Capital of Culture 2011 (ECoC) project and after it. Findings – The contribution of the ECoC 2011 project – which was widely perceived as a success – to Turku’s brand was based on a deliberately emergent strategy. Afterwards, the local government has, however, chosen a different approach to branding. Research limitations/implications – Given the increasing popularity of brand thinking among practitioners all over the world, it would be meaningful for scholars to pay more attention to the application of brand co-creation in place branding strategies. Practical implications – The deliberately emergent branding strategy could be considered an approach to applying the idea of brand co-creation in practice. It enables local stakeholders to make their voices heard and results in increased credibility of a branding process. Originality/value – Place brand co-creation has not yet been examined from strategic planning’s point of view. The need for this kind of examination is apparent, because branding strategies have traditionally been based on the idea of static place identity. The Turku case helps to propose a solution in terms of the notion of deliberately emergent branding.

Role of place satisfaction and residents’ ambassadorship behaviours (RAB) on place attachment to city and neighbourhood

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohammad Shahidul Hasan Swapan ◽  
Saalem Sadeque ◽  
Md. Ashikuzzaman
Keyword(s):  
Place Attachment ◽  
Structural Equation ◽  
Place Identity ◽  
Future Research ◽  
Research Model ◽  
Content Type ◽  
Order Construct ◽  
Place Satisfaction ◽  
Positive Word Of Mouth ◽  
The City

Purpose This study aims to investigate how place satisfaction (SAT) and residents’ ambassadorship behaviour (RAB) are related to residents’ place attachment (PAtt). In addition, this relationship is examined at the city and the neighbourhood levels. Design/methodology/approach This study is based on a questionnaire survey of 1,160 residents from Khulna city in Bangladesh. This research model is tested using structural equation modelling. Findings The findings support the four-dimensional (place dependence, place social bonding, place identity and place affect) second-order construct of PAtt. It also highlights that RAB mediates the relationship between residents’ SAT and PAtt at the city and neighbourhood levels. Research limitations/implications Future research can investigate how RAB changes over time. In addition, the research model can be tested in multi-city and multi-country contexts. Practical implications The results from this study emphasise the need for urban planners to satisfactorily meet the needs of the residents to engender positive word-of-mouth, which can lead to greater PAtt. Originality/value This study contributes by improving the understanding of the way PAtt is influenced by SAT and RAB. Furthermore, it shows that this influence varies across city and neighbourhood levels.

Destination Image Components and Word-of-Mouth Intentions in Urban Tourism: A Multigroup Approach

2015 ◽  
Vol 42 (4) ◽  
pp. 503-527 ◽  
Author(s):  
Dimitra Papadimitriou ◽  
Kyriaki (Kiki) Kaplanidou ◽  
Artemisia Apostolopoulou
Keyword(s):  
Behavior Analysis ◽  
Behavioral Intentions ◽  
Word Of Mouth ◽  
Urban Tourism ◽  
Destination Image ◽  
Future Behavior ◽  
Structural Relationships ◽  
Local Residents

The purpose of this study was to explore differences among three distinct groups, namely local residents, past tourists, and prospective tourists, in their perceptions of cognitive, affective, and overall image of a city destination and their future behavior. Analysis of data generally confirmed previously established structural relationships of cognitive and affective image, overall destination image, and word-of-mouth intentions. However, differences were identified among the three groups in terms of their destination image perceptions and their behavioral intentions to engage in word-of-mouth communications. Specifically, residents who engaged in word-of-mouth were primarily influenced by the cognitive and affective destination image components, while tourists relied on overall image perceptions.

scholarly journals Who really creates the place brand? Considering the role of user generated content in creating and communicating a place identity

1970 ◽  
pp. 9-24
Author(s):  
Heather Skinner
Keyword(s):  
Social Media ◽  
Identity Formation ◽  
Formation Process ◽  
Brand Image ◽  
Place Identity ◽  
Brand Identity ◽  
Identity Creation ◽  
Unique Event ◽  
Local Municipality ◽  
Place Brand

This paper explores online and social media users’ contributions to place identity creation, challenging the role and importance of various actors in the place brand identity and place brand image formation process. Findings arise from a content analysis of 149 separate photographs of a unique event that takes place on the Greek island of Corfu as part of the Orthodox Easter festival. Findings are also informed by autoethnographic reflexivity from the researcher’s own participation in and observation of the event, and 84 images from the researcher’s own photographic record of the event. Comparisons are drawn between social media users’ images and those communicated by the local Municipality through 7 relevant images reproduced in the official Easter on Corfu brochure. The images uploaded by social media users were not vastly different in terms of content from those of the local authority, and were also similar to those taken by the researcher. Perhaps it may be time for place branders to not only voluntarily give up their perceptions of control over at least part of the identity formation process and encourage contributions from wider stakeholders, but to no longer perceive them as mere consumers of the brand, but also as its co-creators. However, this will require another shift in academic understanding of place brand identity and place brand image, which may be difficult to achieve considering that there has only recently been reached a certain level of agreement within the extant literature about the various definitions of terms associated with these constructs.

scholarly journals PENGARUH BRAND DESTINATION DAN PRODUK WISATATERHADAP NIAT BERKUNJUNG KEMBALI MELALUI WORD OF MOUTH (STUDI PADA OBJEK WISATA PANTAI KARANGTAWULAN KABUPATEN TASIKMALAYA)

2018 ◽  
Vol 6 (2) ◽  
pp. 113
Author(s):  
Yani Restiani Widjaja
Keyword(s):  
Word Of Mouth ◽  
Tourism Industry ◽  
Tourist Attractions ◽  
The Road ◽  
Change Perceptions ◽  
Place Brand ◽  
The Difference ◽  
Tourism Potential ◽  
Data Collection Technique ◽  
Beach Resort

The tourism industry has an important role in the development of a region. Even in some areas shows that the tourism industry is able to boost the region from backwardness become the main source of income. The purpose of this study is to determine the effect of brand destination and tourism products on the intention of visiting again through word of mouth (study on pantai karangtawulan) . Basically Tasikmalaya Regency has interesting tourism potential and can be developed. A concept of brand destination, based on passion and interesting identity that are interconnected with various things that will make it easier for people to have an association with the place. Brand destination is believed to have the power to change perceptions and change a person's perspective on a place or a destination including seeing the difference of a place with another place to choose as a destination. This type of research is eksplanatory research, where the data collection technique used is a questionnaire tool, Sample selected amounted to 100 people with accidental sampling and purposive sampling. The respondents are visitors of the beach resort of karangtawulan who have been to the beach. Based on this, the authors suggest that the management of beach attractions karangtawulan to further improve tourism products, which is to increase the direction of the road to the beach tawulan coral, adding public facilities for the end of the tourist attraction, improve tourist attractions, improve facilities and more active in offering a guide to visitors , so it can increase tourists visit karangtawulan beach.

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.

An image worth a thousand words? Expressions of stakeholder identity perspectives in place image descriptions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Carola Strandberg ◽  
Maria Ek Styvén
Keyword(s):  
Place Identity ◽  
Content Type ◽  
Place Image ◽  
Key Stakeholders ◽  
Qualitative Nature ◽  
Place Brand ◽  
Gathering Place ◽  
Social Group Identity ◽  
Image Descriptions ◽  
Depth Interviews

Purpose This paper aims to explore how place identity can be expressed in residents’ place image descriptions, addressing differences and similarities in place identity expressions between residents’ descriptions of the image of their place and the image of the place as described to others. Design/methodology/approach In-depth interviews were conducted with residents of a Swedish city. Place image descriptions were analyzed through thematic analysis. Findings Different types of identity perspectives manifest in the place image descriptions of residents. Respondents’ associations reflect place, person and social group identity perspectives, including their own perspective as residents, but also as visitors, or a combination of both. Priming is needed when gathering place image perceptions, to establish which underlying identity perspective is expressed. Research limitations/implications This study offers a Nordic perspective on the organic communication of place image. The scope and qualitative nature of this study is a limitation to its generalizability but also suggests a rich ground for future cross-cultural studies on the topic. Practical implications Results point to the importance of accurately formulating questions to catch stakeholders’ place image. Insights are offered into how stakeholders communicate Nordic place image perceptions when engaging in communication about a place and into the effects of identity on organic place brand communication. Originality/value To the best of the authors’ knowledge, this study is among the first to explore how key stakeholders’ lenses to interpret a place brand are activated in the communication of place image, and how this influences their descriptions of the place.

Sign in / Sign up

Export Citation Format

Share Document