Marketing communications in place promotion

2020 ◽  
Vol 18 (10) ◽  
pp. 2001-2018
Author(s):  
M.A. Komarov
Keyword(s):  
Decision Making ◽  
Place Branding ◽  
Marketing Communications ◽  
The Internet ◽  
Place Marketing ◽  
Consumer Decision Making ◽  
Concept Model ◽  
Place Promotion ◽  
Development Objectives ◽  
Marketing Methods

Subject. This article discusses the marketing aspects of place branding development. Objectives. The article aims to summarize current ideas about communications in place marketing. Methods. For the study, I used comprehensive and systems approaches. Results. The article identifies the main types of motivation that encourage consumer decision-making and substantiates the application of the 7C concept model in order to position the place using the Internet. Conclusions. Developing a place branding, building an umbrella brand model and forming numerous sub-brands based on it are more preferable to hit the target. The most promising approach to place marketing is the relational one that can help build an extensive network of marketing communications.

scholarly journals Patterns of place promotion, place marketing and/or place branding in Dutch municipalities

2017 ◽  
Vol 14 (2) ◽  
pp. 78-88 ◽  
Author(s):  
Martin Boisen ◽  
Peter Groote ◽  
Kees Terlouw ◽  
Oscar Couwenberg
Keyword(s):  
Place Branding ◽  
Place Marketing ◽  
Place Promotion

scholarly journals Color Place Marketing—The Role of Atmospheric Colors on Place Product Association and Consumer Choices in Luoyang, China

2020 ◽  
Vol 12 (23) ◽  
pp. 9902
Author(s):  
WeiChung Huang ◽  
LiChung Jen
Keyword(s):  
Place Branding ◽  
Place Marketing ◽  
Consumer Decisions ◽  
Surrounding Environment ◽  
Novel Approach ◽  
Dynamic View ◽  
Color Priming ◽  
Unique Approach ◽  
Place Promotion

Place branding has become a fast-growing area of research in recent years due to the proliferation of technology and services facilitating travel. However, place-branding research has primarily focused on place promotion and image orchestration. The main purpose of this paper is to address the lack of place–product combination research and introduce a novel approach to extract and commercialize distinctive place elements such as colors. We examine the extent to which place atmospheric colors influence consumer decisions through priming. In addition, we look into the moderating role of a consumer characteristic, productivity orientation (PO), on atmospheric color to consumer decisions. Four studies are conducted in Luoyang, China, with 408 samples in pretest, 83 samples in Study 2, and 2361 samples in Study 3 and 4, to examine our hypotheses. The results support the hypothesis of atmospheric color priming: people are more likely to favor products that display colors similar to their surrounding environment. We also find that PO consumers are more likely to favor products that display color patterns similar to the surrounding environment than consumers under social influence. Drawing from a dynamic view of place branding, we provide a unique approach for scholars and practitioners to grasp the concepts of place marketing.

A Product Feature Prioritization-Based Segmentation Model of Consumer Market for Health Drinks

2019 ◽  
Vol 10 (2) ◽  
pp. 70-83
Author(s):  
Chandan Parsad ◽  
Chandra Prakash Chandra ◽  
Shekhar Suman
Keyword(s):  
Decision Making ◽  
Cluster Analysis ◽  
Country Of Origin ◽  
The Internet ◽  
Decision Making Process ◽  
Relative Importance ◽  
Consumer Decision Making ◽  
Consumer Market ◽  
Consumer Decision

This study sets out to identify the various factors of a health drink product that affects the consumer decision-making process. It aims to determine the relative importance connected to multiple aspects of health drink beverages, such as brand, nutrition content, taste, muscle building, brain boosting, price, ingredients, and country of origin. The paper also aims to identify consumer segments by the relative importance consumers give to various attributes of health drinks. Through examining the literature, the researchers identified various attributes of health drinks, which they analyzed empirically using a choice-based conjoint survey conducted with the help of the internet-based software 1000minds. Cluster analysis was also done to identify different consumer segments. The study identified two consumer segments: brand conscious and value conscious. As the name indicates, the brand-conscious segment gives more importance to a trusted brand, followed by nutrition content and price.

User-Generated Content and Perceived Customer Value

2016 ◽  
pp. 50-63 ◽  
Author(s):  
Wilson Ozuem ◽  
Celia Almeida Pinho ◽  
Yllka Azemi
Keyword(s):  
Decision Making ◽  
Customer Value ◽  
Higher Order ◽  
User Generated Content ◽  
The Internet ◽  
Consumer Decision Making ◽  
Face To Face ◽  
Social Communications ◽  
Social Behaviours ◽  
Perceived Customer Value

The Internet has transformed social communications and social behaviours. Technology-aided interpersonal interactions have replaced traditional ‘face-to-face' affiliations. The purpose of this chapter is to examine the effect of user-generated content on perceived customer value. In contrast to prior study mainly investigates the effect of two main areas, namely, customer and company, this study additionally widens the scope and influence of user-generated content on consumer-to-consumer communications. Our findings suggest that user-generated content mediates on consumer decision-making process, providing higher-order credibility beyond the conventional marketing communication programmes.

E-Marketing and Online Consumer Behavior

2014 ◽  
pp. 366-381
Author(s):  
Neha Jain ◽  
Vandana Ahuja ◽  
Y. Medury
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Purchase Behavior ◽  
The Internet ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Strategy Formulation ◽  
Consumer Decision ◽  
Online Consumer Behavior ◽  
Digital Convergence

The evolution of human society, improvement in communication processes, and digital convergence have provided innovative opportunities and challenges for marketing as the Internet moves ahead to play significant roles in the consumer decision making process. This chapter explores significant issues in the context of the Internet, consumer decision making, and organizational strategy formulation. This framework addresses noteworthy aspects with respect to the role of the Internet in decision making, effect of the Internet on consumer behavior, post-purchase behavior, and the consumer decision-making process. It traces the research design and formulation of a research instrument to address the proposed issues.

E-Marketing and Online Consumer Behavior

2015 ◽  
pp. 2044-2059 ◽  
Author(s):  
Neha Jain ◽  
Vandana Ahuja ◽  
Y. Medury
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Purchase Behavior ◽  
The Internet ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Strategy Formulation ◽  
Consumer Decision ◽  
Online Consumer Behavior ◽  
Digital Convergence

The evolution of human society, improvement in communication processes, and digital convergence have provided innovative opportunities and challenges for marketing as the Internet moves ahead to play significant roles in the consumer decision making process. This chapter explores significant issues in the context of the Internet, consumer decision making, and organizational strategy formulation. This framework addresses noteworthy aspects with respect to the role of the Internet in decision making, effect of the Internet on consumer behavior, post-purchase behavior, and the consumer decision-making process. It traces the research design and formulation of a research instrument to address the proposed issues.

Web Experience Effects in a Virtual Shopping Interaction Environment

2013 ◽  
pp. 136-155
Author(s):  
Carlota Lorenzo-Romero ◽  
Efthymios Constantinides ◽  
Miguel A. Gómez-Borja
Keyword(s):  
Decision Making ◽  
Consumer Behaviour ◽  
Ethnic Origin ◽  
The Internet ◽  
Consumer Decision Making ◽  
Cultural Backgrounds ◽  
Online Vendor ◽  
Experience Effects ◽  
Internet Environment ◽  
Web Experience

The objective of this chapter is to contextualize the concepts of web atmospherics and web experience in the particular case of a shopping situation in the Internet environment. Based on a broader concept of user experience, the chapter identifies the main influencers of consumer behaviour in the Internet environment assessing the role and degree of importance of usability, trust and other web experience dimensions on consumer decision-making processes and responses. The chapter presents the results of a research project comparing the influence of the web experience on consumer behaviour in different cultural environments; the study analyses the role of cultural differences on the online shopping behaviour of consumers from two different European countries. The study identifies several similarities and a few differences in the way web experience factors affect the decision making process and the choice of an online vendor by customers with different cultural backgrounds. The findings provide evidence of behavioural homogenization between consumers of different ethnic origin in the new global virtual marketplace.

scholarly journals Reframing place promotion, place marketing, and place branding - moving beyond conceptual confusion

Cities ◽  
2018 ◽  
Vol 80 ◽  
pp. 4-11 ◽  
Author(s):  
Martin Boisen ◽  
Kees Terlouw ◽  
Peter Groote ◽  
Oscar Couwenberg
Keyword(s):  
Place Branding ◽  
Place Marketing ◽  
Place Promotion ◽  
Conceptual Confusion

scholarly journals Consumer-Generated versus marketer-generated websites in consumer decision making

2010 ◽  
Vol 52 (2) ◽  
pp. 231-248 ◽  
Author(s):  
Fred Bronner ◽  
Robert de Hoog
Keyword(s):  
Decision Making ◽  
Decision Process ◽  
Market Research ◽  
Word Of Mouth ◽  
The Internet ◽  
Consumer Decision Making ◽  
Central Question ◽  
Internet Users ◽  
Advertising Strategies

Internet users are encouraged to rate and review all kinds of services and products. These kinds of reviews are described as eWOM (electronic word-of-mouth). Our central question is ‘Are consumers using these reviews, and what is the role of eWOM as compared with commercial-marketer-generated information and advertising on the internet?’ The vacation decision process was used as the domain of investigation, but these results are also compared with four other domains. The conclusion is that the roles of both types of site are complementary. Furthermore, it was found that, overall, positive and neutral/mixed contributions to consumer-generated websites are far more frequent than negative ones. Based on these findings, the implications for marketing and advertising strategies are sketched out: additional to existing strategies, market research has to monitor the eWOM about brands and, by using this information, companies should flexibly adapt their advertising to the discussion points raised at the consumer-generated sites.

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